Luxury tour operator Scott Dunn appointed 8020 to undertake a challenging corporate pr brief. The company wanted to secure greater exposure in media read by its affluent target customers, specifically the business and financial pages of national newspapers and national broadcast media. However, few of the typical editorial requirements for national business media coverage were satisfied by the company.
Scott Dunn had a turnover of £25m – impressive, but still very small compared to most companies covered by national journalists. The company had no declared plans for corporate activity that might increase the media’s interest, such as a flotation, M&A or trade sale. Furthermore, prior to our appointment Scott Dunn had already exploited all the obvious national media slots available to companies of its size.