Disrupting a traditional market with HORIBA MIRA
With the introduction of new technologies, such as driverless cars, connected vehicles and the rise of electrification, the automotive industry is going through one of the biggest shake-ups in its history.
HORIBA MIRA, a global provider of engineering, research and test services to the automotive industry, came to Whistle for help in changing the perceptions of its business. It wanted to move away from being seen as a ‘traditional engineering consultancy’ and focus on providing innovative solutions to complex customer challenges and for making journeys safer, cleaner and smarter.
Whistle worked with the client to develop a new communications strategy that has transitioned the way in which HORIBA MIRA is known by media and by the industry.
We’ve developed new messaging that enables the business to talk about disruptive technologies such as Connected Autonomous Vehicles and Cyber Security through a hard-working press office, news generation, thought leadership activity and news-jacking.
In the first six months alone, the campaign generated over 150 pieces of coverage – 80% of which is within the national and Tier 1 trade media, including The Times, BBC Radio 4 and Automotive Testing Technology International.
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