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Case Studies

Automotive Public Relations Case Study

‘Revving Up’ Media for Ford/AAA Student Auto Skills

Objective

Generate media coverage for the 62nd annual Ford/AAA Student Auto Skills Competition and the competition’s grand prize—a job shadow experience with a NASCAR automotive team during a race weekend.

Approach

  • Hunter PR developed a three-pronged approach to maximize coverage during every portion of the program.
  • We created an extensive PR toolkit that local AAA clubs could use to garner coverage for the 50 state competitions that take place before the national finals.
  • To spark media interest for the national finals, Hunter PR leveraged the current state of the economy and job market, highlighting recent figures indicating that while many Americans face unemployment, skilled labor industries—such as automotive—are actually experiencing a shortage of employees.
  • Lastly, to generate media coverage of the job shadow, Hunter PR worked with NASCAR driver and program spokesperson, Ricky Stenhouse, Jr., to weave key messages into media interviews throughout the race weekend.

Results

The tactics garnered 148 million media impressions in high impact outlets, such as Associated Press, Detroit Free Press, AutoWeek.com, MOTOR Magazine, ESPN NASCAR Now, Dialed In with Claire B. Lang and NASCAR.com.

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AAA Public Relations

Gear Up! The 2011 Ford/AAA Student Auto Skills champions learn the ropes while conducting their job shadow at the Roush Fenway Racing shop in N.C.