Otto makes 'Executive Decision'

Placement: Executive Decision magazine, May/June

Placement: Executive Decision magazine, May/June

Who is your client and what are its media goals?

Karyn Martin: The Otto Club is a private Boston-based exotic car-share club that provides access to some of the most stunning exotic, sporting, and GT (grand touring) cars for a fraction of the cost of ownership. It wanted to raise awareness among its target audience of auto enthusiasts, high-net-worth individuals, and corporate execs.

What made Executive Decision magazine such a good hit for the client? How did you pitch the editors there?

Martin: Executive Decision targets a C-level audience and has a national reach of about 53,000 readers, including 4,000 in New England alone, which made it a great placement. We had worked with the magazine in the past, but in this case, reporter Evelyn Kanter called us directly, noting she was working on an automotive fractional ownership feature and wanted to include our client.

The Executive Decision story ended up as a roundup of luxury car-share firms across the US. Did that work for your client?

Martin: The piece worked really well because we were able to highlight a lot of The Otto Club's differentiators - such as that it's the only Boston-based car-share firm focused exclusively on exotics, and that it provides both personal and corporate membership options.

Did you have to provide any art, interviews, or other additional content to secure this placement?

Martin: We did supply some photos, but didn't have to line up any interviews. There were, however, certain critical messaging points we had to clarify, such as the difference between fractional ownership and renting. Unlike a typical car rental service, The Otto Club is for members only.
What was the impact of the hit?

Martin: The Executive Decision story ran in the May/June issue and immediately triggered a spike in traffic to The Otto Club Web site. We haven't seen the full impact of the coverage just yet, but the company's executives are really pleased.

Name: Karyn Martin, SAE, Emerge PR (Boston)

Placement: Executive Decision magazine, May/June

Pitch timeline: One month

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