CNBC's Closing Bell, November 15
Who is your client, and what are its media goals?
Rory Mackin: Our client is Travelport, one of the world's largest travel conglomerates, operating leading brands, such as Orbitz and CheapTickets. Its media goal is to establish a frequent presence with target consumer and business outlets and raise awareness of the Travelport brand.
CNBC's Closing Bell is obviously a great target for a national business pitch, but what made it good specifically for Travelport, and how did you pitch the producers and/or anchor Maria Bartiromo?
Mackin: CNBC is indeed the broadcast medium of choice for corporate business clients, and we have well-established contacts at all its shows. We pitched them on a Friday, noting Travelport CEO Jeff Clarke was delivering the keynote at the travel-themed PhoCusWright Executive Conference in Hollywood the following week.
Was the keynote enough of a hook to get the producers interested, or did you pitch other angles or trends?
Mackin: The keynoting of an industry event was never going to be enough to secure an interview on CNBC. Therefore, we framed our pitch around current industry trends, such as consolidation, which coincided with the US Airways bid to acquire Delta, and also the wider context of increasing private equity and M&A activity. That made his comments relevant to a number of industries and network audiences.
Obviously Closing Bell is a big moment for any executive - how did you handle media training?
Mackin: Normally, we would recommend a refresher call with one of our in-house media trainers, but Clarke has lots of media experience - including broadcast - so standard briefing materials were sufficient.
What was the impact of the hit?
Mackin: The interview aired November 15, which increased the impact of Clarke's keynote and strengthened his position as a thought leader in the space. It also aired right at the beginning of the busy holiday travel season, effectively putting Travelport front and center for those making their travel plans.
Name: Rory Mackin, senior account supervisor, Hill & Knowlton (New York)
Placement: CNBC's Closing Bell, November 15
Pitch Timeline: Four days