Russell Datz: Supercar Life is a one-of-a-kind luxury service that enables people to drive high-performance autos like the Ferrari F130 and Porsche 911 Turbo on private tracks around the country. Its media goals are to raise national awareness for the brand among older, affluent men.
What made Fox News Channel such a good target? How did you pitch the producers there?
Datz: Fox News reaches the exact audience we want to target, and we [stressed] the fact that Supercar Life was going strong despite rising gas prices. The economy was a contrarian angle that would appeal to them. We had just obtained a placement in the Los Angeles Times and we included that in our pitch. [The pitch] and the service itself was enough to get them immediately interested.
Did you media-train Supercar Life cofounder Jan Otto for this segment? Was there any additional information you provided to help clinch this placement?
Datz: We did provide talking points to [Otto], but the real key was getting Fox News reporter William La Jeunesse embedded in the program so he could get the same one-day training as paying clients and take the same cars out on the track. The cars themselves are really sexy and provided great visuals. La Jeunesse was blown away by the experience.
What was the impact of the hit?
Datz: Fox News ran the Supercar Life segment several times on May 7, generating more than 2.7 million views. An additional 750,000 people also viewed the segment on the Fox News Web site, so the client was head over heels with the placement.
Name: Russell Datz, VP, Brandware Public Relations (Atlanta)
Placement: Fox News Channel, May 7
Pitch timeline: One week