Driving Addison Lee Group’s Global Awareness
CHALLENGE
Position Addison Lee Group as THE premium ground transportation provider to critical business customers.
SOLUTION
An integrated ABM strategy and targeted thought leadership and content programme.
RESULT
12 films, with 500+ views, 150 event attendees and 14 expert panelists across 2 countries.
Challenge
From humble beginnings to London’s most trusted premium car service in just over forty years, Addison Lee have truly grown with the times. Building on this growth, they needed a market-leading strategy and activation plan to help support their global growth plans, driving active awareness and consideration of them as THE premium, global ground transportation provider, leading a new era in global travel for business customers.
Focusing on a range of best fit target accounts with a number of very different decision makers involved, ALG needed a highly targeted content and communications strategy to raise their profile and create new engagement opportunities with key stakeholders from HR Manager to Travel Manager, CFO to CEO.
Solution
JPC carefully profiled and mapped key decision makers across sectors to devise focused value propositions and penetrate new markets across the UK, US and Asia.
Aligning their key drivers to a Thought Leadership programme, we built an engaging influencer panel event and white paper series. Delivered quarterly, the programme brings together ALG, their customers and key industry specialists to debate the critical trends impacting ground transportation and the wider travel industry. Placing safety and corporate travel policy high on the business agenda, the series has gone on to examine the increasing role of data, customer experience and the empowered travel manager.
12
150
14
2
500+
Absolutely delighted on the show to get some really positive feedback from our customers’ and from our prospects. People loved the stand, they loved what we were saying, they loved the way we were showing everything. Some great comments saying, we’ve heard you saying you could do this stuff, this year we could really see you were doing it.