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Young Marmalade
Marmalade Helps Preserve Young Drivers
Promoting a 'first' in the motoring industry
Client
By offering young drivers a vehicle purchase-and-insurance package, a concept unique in the motoring industry, Young Marmalade had won praise from industry thinkers and politicians at launch. Media endorsement, however, was proving more elusive.
Idea
Results PR won Young Marmalade coverage right from the first news release with national and regional exposure throughout our intense campaign.
In one release, we warned “UK Teenagers Reject ‘Uncool’ Advanced Driving Tests”. Our client found on average 23 people aged under 25 years old were killed or seriously injured in road traffic accidents every day. Despite this, our client’s research showed an overwhelming unwillingness amongst Britain’s young drivers to take additional tests, seen as a sign of weakness in front of their mates.
We quoted 18 year-old Chris McGhee from Bolton, who decided to take advanced tuition after two close friends died in a car accident. “Losing people close to me emphasised how important it is to gain skills, not only for my safety but the safety of other road users.”
Results
Results PR gained Young Marmalade coverage in titles including Autocar, Auto Express, Daily Star, Motor Industry, Daily Telegraph, Telegraph.co.uk, Best, Liverpool Echo, Birmingham Mail. This ‘advanced test is uncool’ story lead to extensive pieces in Manchester Evening News, Northern Woman and Ayrshire Post, who called on parents to encourage young drivers to gain tuition even after completing their tests.