Continental PR Consulting 2011
Client: Continental AG
Agency: Roth & Lorenz
Overview / Objectives
- Strategic consulting and conceptual development of PR activities
- Basic PR: press releases and online PR
- Development of a Facebook presence for Continental in Germany including different business divisions; creation of an online community following Continental news via social media
- Editorial tours in Germany and Switzerland to establish media relations
Strategy / Solution
- Addressing new target groups for communication, i. e. women, best-agers and novice drivers
- Using new media channels over and above the automotive and tyre press: lifestyle magazines, social media, online
- Event PR: reviving Continental’s traditional involvement in motor sports by building up a racing team (ContiForceTeam) and taking part in the renowned 24-hour race at the Nürburgring 2011 – with an eye-catching Artega sports car
- Using Continental’s partnership with the DFB (German Football Association) for PR activities such as media coop programs and promotional tours
- Using Continental’s partnership with Artega for promotional activities involving the Continental-branded Artega sports car
Results
- Development of a wide range of PR and promotional activities
- Successful placement of Continental PR in lifestyle media for women, best-agers and young drivers
- Implementation of a national Continental Facebook page with a broad base of fans
- Implementation of editorial tours to establish and strengthen relations with national lifestyle media in Germany and Switzerland
- Generation of public attention through participation in the 24-hour race at the Nürburging, participating with a standard sports car equipped with street-legal ContiForceContact tyres and finishing the race with a sensational 70th place
