The task: To maximise the many positive profile, brand awareness and sales support opportunities the JCT600 business generates and position the firm as the region’s largest and most established independent car retailer.

The approach: To develop a rolling campaign of news releases, issues-based media approaches and features articles. These include record periods of sales, year-end results, new car launches, new contract wins, development of new services, business awards, community involvement activities and sponsorships.

Results to date: Significant increase in media coverage since the start of the campaign in a broad range of titles including regional and local media, consumer and trade titles, as well as online coverage.