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| Campaign First visit to the UK of Nissan’s X-Trail FCV – Hydrogen Fuel Cell Vehicle Timescale Three weeks from planning to execution Overview of project Nissan brought its X-Trail FCV (Fuel Cell Vehicle) to the UK for the first time ever in July 2008. As leaders in this field, Nissan was inviting a select group of journalists and opinion formers to drive the first ever Fuel Cell vehicle to be registered in the UK. Nobull was drafted in to help manage the launch event and get some of the hottest UK environmental journalists in the car to boost awareness of the project and Nissan’s environmental credentials. Objectives for project To raise awareness of the Nissan X-Trail FCV and Nissan’s developments with hydrogen as an alternative vehicle fuel To deliver an informative and entertaining event, maximising journalist access to the vehicle To educate the general public about Nissan’s environmental activity through the medium of the UK media (both motoring and alternative) giving Nissan a level of environmental credibility. Strategy and Plan Using a central London location (to maximise interest from national journalists) we set up a week-long event at Imperial College (location sourced by Nissan). With a strong link to Hydrogen Fuel Cell development, Imperial College added a new dimension to the information journalists were to be provided with, particularly in the area of refuelling infrastructure. A select number of journalists environmental and motoring journalists were invited, along with key influencers from the government and industry and students working on Hydrogen projects from Imperial College, to drive the vehicle on a short route through the city. We also used the opportunity to engage with supporters of alternative fuels and demonstrate Nissan’s investment in such activity. Measurement and Evaluation The event ran over four days and whilst generating media coverage, it also enabled Nissan to build relationships with key opinion formers in this area. The vehicle was featured on national TV, radio and in print throughout the week of the event. Results Nissan X-Trail FCV was featured hourly on Sky News and BBC News 24 on 15.07.08. It was mentioned within the Radio 4 Today programme on 15.07.08 and in daily publications such as The Mirror, The Daily Mail and the Evening Standard. The event was so successful, Nissan ran a fleet follow up day, at its Cranfield development centre – this was well attended and coverage followed for business titles as well as consumer. “We have never had such a successful press event in terms of coverage!” – Nissan Press Office | |||||||||||
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