PR

Previous clients include Singer Vehicle Design, Jaguar Land Rover, Thornley Kelham, Bicester Heritage, Morgan Motor Company, E-Type UK

Case study - Ginetta Akula debuts at Geneva

brief - launch supercar, build brand, lay foundations for AMBITIOUS future

Working for Influence Associates, I was tasked with leading the launch of Ginetta’s first supercar at the Geneva International Motor Show, being given roughly three months lead time.

Starting with no assets and one prototype vehicle, choosing and working with the ideal photographers and videographers was crucial to complement the design cues and overall positioning of the car.

After choosing Alex Lawrence and the team from Amis Productions, we collaborated on all aspects, from storyboarding to final grading to creating assets that were crisp, raw and reflective of the car’s personality.

Showcasing the motorsport bloodline of the new car was key to this positioning, so this narrative was woven throughout all communications and media.

Most importantly, Ginetta is a no-nonsense manufacturer with exceptional engineering capabilities and hard-earned motorsport pedigree, and as such, all communications and messaging were concise and without the traditional hyperbole attached to new supercars.

Working on the long-term brand strategy devised for Ginetta, from initial teaser to public unveiling at Geneva, the launch of the firm’s first supercar required the following:

•                Press release writing

•                Key message formulation

•                Story placements

•                Asset creation (photography and video, technical drawings, etc.)

•                Top journalist and taste maker introductions

•                Social media guidance

•                Creation of marketing materials

And much more.

From creating paint colour names to writing the announcement speech for the CEO, and everything in between, no stone was left unturned to ensure a successful launch.

The culmination of this work yielded estimated coverage views of over 19 million and, more importantly, communicated the Ginetta brand effectively, differentiating it from the rest of the pack.