IAM RoadSmart

Service Type: Project

The Challenge

The UK’s largest independent road safety charity – IAM RoadSmart, previously the Institute of Advanced Motorists – approached Red Marlin to communicate the findings of a large-scale study it had conducted on driver distraction surrounding the use of infotainment systems in modern vehicles.

The Solution

  • Deep-dive analysis of the results to shape the story
  • Identification of target media outlets
  • Creation of a press release
  • Sell-in and distribution of the press release to the target media outlets
  • Creation of radio call sheet and sell-in to target radio broadcast stations
  • Full management of radio interviews, including providing and testing of ISDN lines as physical studio interviews weren’t possible due to COVID-19 national lockdown

The Results

  • A full day of back-to-back radio interviews – 12 in total arranged with a total potential reach of over 31m
  • 150+ pieces of coverage including key target media outlets such as The Sun and Sky News, total potential reach of more than 3.9m
  • Overall positive sentiment
  • Uplift in traffic to the client’s website

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