It’s been another successful year for Parkers as the BOTTLE team worked hard to secure wide spread coverage for the Parkers Cost of Motoring New Car Awards 2012. Building on the success of last year’s awards BOTTLE successfully positioned Parkers as the experts in car buying by identifying “the cars that make your cash go further” for another year running.

To alert key motoring and personal finance journalists of the 2012 awards, a teaser release and Parkers branded car shaped stress reliever were sent communicating the message that the awards are designed to help take the stress out of car buying. And instead of an awards ceremony, replica car model edible cakes were sent to each of the winning manufacturers with framed certificates and cameras for them to photograph their celebratory tea parties!

In advance of the media outreach BOTTLE liaised with winning manufacturers to ensure PR efforts were maximised and as a result of our media relations, coverage was secured across a wide range of media including The Sunday Times, The Observer, Daily Telegraph, Daily Star, AOL, This is Money and Money Highstreet.

Additional media were also targeted based on the award categories, tailoring the message for each target media sector e.g. parenting, environmental, securing coverage in specialist publications such as The Green Car Website, parentwheels.co.uk.

BOTTLE topped off the coverage by securing an interview for Kieren Puffett, Parkers Editor on BBC Radio 4’s You & Yours.