ASG Powers JCB DIESELMAX U.S. Media Relations
ASG Renaissance provided some media relations muscle to promote JCB's diesel land speed record breaking program.  When ASG began working with JCB, we were faced with a unique and exciting challenge: How to promote a diesel land speed record attempt by a company that had nearly zero public awareness in the U.S?

JCB is the fifth largest manufacturer of construction equipment in the world with 17 manufacturing plants on four continents.  It's such a popular brand in the U.K. that residents often use the term "JCB" as a substitute for backhoe loader in the same way Americans use "Kleenex" for tissue or "Band-Aid" for an adhesive bandage.  In the U.S. however, it's entire U.S.-based manufacturing and sales operation is smaller than the sales operation of the regional Caterpillar dealership.  Therefore, educating journalists about JCB was the first key to success.

We started the education process as soon as the program was announced in April 2006.  The timing, immediately following the New York Auto Show and while many people were on Easter break, wasn't optimum, but we set to work immediately, sending out press kits, press releases and calling radio and television programs.  The second challenge we faced was the fact that the car, the driver, the team and the company behind it were all from the U.K.  Selling a diesel land speed record, where at best we would still be hundreds of miles per hour slower than any jet driven land speed racer, is difficult enough.  But without U.S. involvement, it becomes incrementally more difficult to sell to the U.S. media.  The Union Jack painted on the tail fin of the car and talk about how setting the diesel land speed record would be a "great British achievement," contributed to the challenge. 

While recognizing the fact that this was a British company and driver making the attempt, we rewrote releases for American ears, changing liters to gallons and "bespoke's" to "modified's."  Even the driver's correct title "Wing Commander Andy Green" presented challenges, because "Wing Commander" isn't a title with which U.S. reporters are familiar. 

In the end, we found that persistence pays off.  As a result of a nearly continuous PR barrage, we achieved some significant media placements including: ABC News, CNN, ESPN, Discover Channel, Speed Channel, National Geographic, Associated Press, New York Times, Popular Science, Popular Mechanics, Wired magazine, Hot Rod Magazine, Motor Trend, Automobile Magazine, and Diesel Power magazine among others.