The task: Following MG Rover's closure in 2005, Inside Information was briefed by contract parts supplier XPart to provide local PR support for a replacement parts supply chain to keep two million British car owners on the road.
The aim: To prevent a meltdown of owner confidence amidst widespread media speculation that threatened to fuel the unnecessary scrapping of cars, with a major cost to the economy and the environment.
The solution: a local level media information service enabled newly-recruited MG Rover service specialists to tell local owners that franchise standard servicing and replacement parts were readily available.
Dealer-personalised news releases were sent to local media as the new appointments were made and garages commissioned.
Eye-catching advertisements were made available to the new network for its local papers.
Direct mail letter templates and a dealer-personalised full-colour newsletter for customers revealed the full range of services and capabilities of the MG Rover Specialist centres.
The result: XPart’s network of AutoService centres with MG Rover Specialist facilities now totals over 450 in eight countries, with the UK PR template spreading the word across Europe.
