Scenario

The priority for our client, a private equity company, was to increase its access to high net-worth individuals.

Whilst the client does generate news (e.g. on completed investments), it was important to create other ideas and stories in order to access the national quality press – the main media route to wealthy individuals and their advisers.

Strategy

• To position our client as a leading commentator on topics relevant to their activities, e.g. alternative investments, performance of investment vehicles such as VCTs, growth company financing and investment preferences
• To focus on a number of key messages about our client’s business model, which was unique at that time

Result

Media coverage took off and direct sales opportunities increased substantially. Regular features are achieved in major national titles such as the FT, Sunday Times, Times, Daily Telegraph and the Evening Standard, as well as a wide range of specialist media aimed at professional and financial advisers.

Our client’s investor base went up sevenfold over a four year period. Current members have a total of well over £750 million free to invest.