I’m looking for help with a campaign for an insurance company that wants to highlight the excitement of driving. What do you love most about being on the road? How can I showcase the joy of driving in a campaign and activations? Any suggestions? Hope this is okay to post here.
Why would any media outlet run a press release like that? Do you even have any experience in PR?
Sawyer said:
Why would any media outlet run a press release like that? Do you even have any experience in PR?
I don’t understand your point. When I studied PR and marketing, we were taught that promotional material should have an emotional connection to the brand – in this case, the ‘joy of driving.’ A press release is just another way to convey the brand message, just like any other promotional material, but in a different format.
@Zen
A press release needs to have something that media outlets would actually use. Otherwise, what’s the point?
Sawyer said:
@Zen
A press release needs to have something that media outlets would actually use. Otherwise, what’s the point?
Yes, but you can still get across the brand message, for example, in the introduction, using your choice of words.
One idea I had is to emphasize the freedom and independence of exploring new places and meeting new people, whenever you want. We live in what Pine and Gilmore (1999) call the ‘experience economy,’ which is why your campaign needs to capture the feeling of ‘the joy of driving.’
While insurance is needed to drive (so we aren’t truly free to drive without it), it is often linked to paperwork, boring policies, and rules. The challenge is to use words and visuals that create an emotional connection that makes people forget about all that.
What kind of PR materials do you need to create, and who is your target audience?