Car recovery firm NCI in PR initiative

Vehicle recovery company NCI is to spend 95 per cent of proceeds from its 9 July Ofex float on marketing to position itself as the ‘easyJet of the breakdown recovery market’.

A national consumer PR campaign in motoring press and newspapers will focus on price comparisons with established competitors RAC, The AA and Green Flag. RAM Media Group and Outside The Box have been appointed to handle the £500,000 spend that will include more than £30,000 in PR fees.

‘We’ll use lads’ mags to have a bit of fun with it, as it is a young brand,’ said RAM PR senior account manager Michelle Horne.

‘There are some quite interesting stories about how the company was born and unusual recoveries like cars up trees that will interest the media,’ said NCI co-founder Neil Richards-Smith.

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