PR Campaign to Launch New Innovation

Project: PR Campaign to Launch New Innovation

Client: Knott Avonride Ltd UK


“Karen and Tracey very quickly embraced and understood the complexity of our product as well as the features and benefits, thus enabling us to have our information placed where we needed it.  A pleasure to deal with and we shall be using them again!” 
Phil Holman Joint Managing Director of Knott-Avonride Ltd UK

Phil Holman

The Brief 

The UK’s leading manufacturer of brake and trailer technology, Knott Avonride, appointed FCM to help launch its latest innovation, a unique automatic adjustment system for auto-reverse brakes. The key aim was to engage with trade and leisure media to increase awareness of the new product and its unique technology with people who hire, own or are interested in maximum trailer performance.  

Plan of Action 

The first step was to create a PR plan which involved developing key messages for the campaign with the Senior Management. The team then went on to establish a specialist media list using leading database tool, Gorkana.  

The key messages were consistently communicated within the nine tailored press releases and throughout liaison with the media.  Photography was provided by FCM to illustrate the new product and the Sales and Marketing Director behind the launch.

The Results

Over ten articles were published in target media reaching a circulation of 100,000 readers.  

Publications included: Executive Hire, Cranes and Access, Construction Magazine, Transport Engineer, Plant Hire Industry, Construction, What’s new in and Farmers

This PR launch enabled Knott Avonride to build new relationships with journalists across a number of media sectors and raise awareness of its latest innovation.   It also increased greater awareness of Knott Avonride and its new product at the Executive Hire Show.

To find out more about Knott Avonride visit

03 Mar 2015

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