Brief
Governor Crist, unlike his predecessor Jeb Bush (the brother of former President George W.), was unknown outside the US. However, heading a mission of 100 companies to the UK, the Governor saw this as an opportunity to raise his profile on the international stage. His UK trade mission sought to build partnerships and encourage inward investment in the state’s expanding involvement in the low carbon economy.
The objective was to:
- maximise publicity opportunities offered by the Governor’s three day visit to the UK
- help increase awareness in the UK of business opportunities for investment in Florida
- project an image in Florida of a Governor working hard internationally to improve his constituents’ economic prospects.
Solution
To generate interest and interview opportunities among journalists writing for target UK and US audiences, Say leveraged speculation that Governor Crist might become US Republican Presidential nominee Senator John McCain’s preferred Vice-President Candidate. Say piggybacked on the intense media interest in the US election to open up opportunities to promote Florida’s commitment to a low carbon economy.
Result
Coverage, balanced between political and environmental issues, was achieved through face to face interviews with CNN, Sky News, The Daily Telegraph, The Financial Times, The Wall Street Journal and Cox News. The high impact of the media coverage of the trade mission contributed to enhancing the Governor’s reputation internationally. It created greater awareness of the valuable links between Florida innovators and investors and business and academic organisations associated with the UK’s low carbon economy.
Client verdict
“Say Communications has a wonderful media relations team who do great work. Thank you very much for contributing to the success of the Governor’s trip.” CommunicationsTeam for Florida Governor Charlie Crist.