IRVINE, CA: Kelley Blue Book, a valuation and information provider for new and used cars, has selected M Booth as its first PR AOR following a competitive review.
The company, which issued an RFP for the business in the spring, brought on M Booth last month for a one-year contract.
It is understood that the account budget is between $20,000 and $25,000 per month.
Kelley Blue Book decided to hire a PR firm for the first time to engage a wider audience, explained senior PR director Chintan Talati.
"We’ve always done a good job talking about the auto industry, auto trends, and specific vehicles, but we’ve only done that with business media," he said. "It’s an opportunity for us to reach a different group of people."
While the company will target Millennials, it will also reach out to other generations such as Baby Boomers and Gen X, as well as specific ethnic groups, Talati added.
M Booth is tasked with engaging lifestyle media and entertainment reporters, offering insight on social media strategy, and supporting thought leadership efforts. The firm will also help Kelley Blue Book leverage its new in-house studio, which is used for internal purposes and live broadcast interviews.
For now, the Next Fifteen agency will focus on outreach in North America. However, Kelley Blue Book plans to enter China, and M Booth will be responsible for efforts in that region when the company launches overseas, Talati said.
Talati, who joined Kelley Blue Book last year, said M Booth stood out among other competing firms because of its creativity, consumer expertise, and understanding of the automotive market.
"M Booth is delighted to join [Kelley Blue Book] as a partner and use our digital and media expertise to reach mainstream and specialized audiences," said Rich Goldblatt, SVP of consumer branding at the agency.