Bosal, one of the world’s leading manufacturers and suppliers of tow bars and exhaust systems, required assistance to help them raise their trade and consumer profile. First timers in terms of PR support, they had a raft of technical knowledge at their fingertips but weren’t sure how to communicate this to their customers and wider audience. The company had also floundered in 2013 after going into administration, and needed to reconnect with the industry, just as it was beginning to find its feet again. Step forward, Hornby Whitefoot.
After an initial meeting to discuss the company’s objectives, we created and implemented an initial 12-month plan that would position Bosal firmly in the driving seat of their key markets: automotive and leisure. A two-pronged approach meant a B2B campaign would focus on their aftermarket offering of catalytic converts and exhausts, and a platform would be created that best showcased their expanding leisure portfolio of tow bars, roof bars and cycle racks to consumers.
As well as establishing a firm foothold in the trade and consumer press, we increased Bosal’s much-needed online presence by creating and managing all relevant social media channels (including Twitter and Facebook). The aim was to drive more traffic to their newly launched Bosal Towbars website, as well as their existing automotive site. Blog content was created and shared which also significantly boosted their number of followers, which in turn racked up the number of site visitors.
Coverage rocketed ten-fold across key publications, helping to place Bosal firmly on the map once again.