New York Times automotive section, February 4
What are your client's media goals?
Robert Bronfeld: Our client is BRP (Bombardier Recreational Products), the leader in motorized recreational vehicles, with brands including Sea-Doo, Ski-Doo, Evinrude, and Can-Am ATV. BRP was looking for a key media placement for the launch of its 2008 Cam-Am Spyder Roadster, a paradigm-shifting three-wheel on-road vehicle.
The New York Times is certainly a high-profile outlet, but what made it good for a story on the Spyder Roadster. How did you pitch its automotive editors?
Bronfeld: We felt the Times would be great to reach our target audience, which is the 35- to 49-year-old "weekend warrior" interested in the latest innovations in motorized vehicles. We'd actually worked with Times reporter Vincent Mallozzi before. We knew he wrote first-person experiential stories, so we ended up pitching him directly, offering him the chance to be one of the first consumer-outlet reporters to ride the Spyder Roadster.
Mallozzi is not a traditional automotive/motorcycle reporter. Did that present a challenge?
Bronfeld: No, that was actually our preference. Spyder has two wheels in front and one in the rear, and can be described as part motorcycle, part convertible sports car. The target audience isn't necessarily a hard-core motorcyclist. We felt Vincent would be a great guy to convey the Spyder Roadster's multiple benefits and features.
What else did you provide to clinch the placement?
Bronfeld: The moment the Times editors saw our embargoed Spyder pictures they were really intrigued, but we also gave them background information and, of course, set up Vincent's test ride.
What was the impact of the hit?
Bronfeld: North American awareness of Spyder went from 0 to 60 overnight with the cover story in the Times' automotive section. That was quickly followed by a major LA Times business story on BRP and Spyder. That same week, we brought 80 journalists from around the world to San Diego to cover the Spyder Roadster's global launch.
Name: Robert Bronfeld, account director, Alan Taylor Communications (New York)
Placement: New York Times automotive section, February 4
Pitch timeline: Seven weeks