Direct Line Buys Stake In Telematics Company The Floow
Campaign: Direct Line Buys Stake In Telematics Company The Floow
Client; The Floow
Timeline: July 2014
The Floow is a UK-based specialist telematics service provider which has a rapidly growing global client base in the insurance and related markets. In July 2014 the business received a 15% equity increase investment from one of the industry’s leading household brands – Direct Line Group.
The announcement remained highly confidential until the morning of the 8th, at which point The Floow’s management team was keen to maximise publicity across key target press; including regional consumer, national and international trade.
Responding to the brief, MK PR produced a media distribution list and an informative release to outline the terms of the deal – working with a number or parties including financial advisors and the DLG press office to get it approved and ready to go to press.
The release quoted the CEO and ensured that relevant key messages remained the focus of all communication; The Floow was to maintain and further grow its client portfolio.
A comprehensive Q&A document was also produced in order to allow the appointed spokesperson to respond with ease to questions posed during interviews facilitated through the MK PR relationship with relevant journalists.
The investment will enable The Floow to further expand its team of expert scientists, engineers and designers, as well as extend its global reach to a host of blue chip insurance firms worldwide. With that in mind brand awareness from a client, as well as a potential recruit perspective, was a key objective for the team.
Coverage was achieved in more than 30 online, print and broadcast media outlets – Including trade publications such as Insurance Times, Telematics Update and The Post; regional press including The Business Desk and Yorkshire Post. National exposure was even secured on The Independent Online.