Dundee Council contracted AM+A to generate national and trade press coverage for their EV charging infrastructure, emphasising innovation and accessibility.

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We planned and implemented a multi-faceted PR campaign to showcase key elements of Dundee’s EV strategy using a range of different tactics. This included targeted pitching and content creation, press trip organisation, and event promotion. 

‍Articles and opinion pieces - We worked with key trade titles to create thought pieces Fraser Crichton, Corporate Fleet Manager of Dundee City Council. These articles focused on key areas of Dundee’s EV infrastructure such as the Clepington Road hub and considerations around accessibility. 

Launch event support - We supported the launch of Dundee’s new UE One pop-up chargers by Urban Fox. Key activities included invite creation, media outreach to regional contacts, monitoring invites and RSVPs, and post-event information distribution.

‍Press trip management - Organising for national media titles such as the Daily Mail to come and experience Dundee’s EV infrastructure first-hand. We incorporated key trends such as EV range anxiety into our pitching to generate media attention. 

‍Reactive press pitching - Continually monitoring for relevant stories and angles to base our pitching around. This included angles such as Vauxhall’s report outlining the shortcomings of the UK’s accessible EV charging infrastructure.

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Results

• Significant media coverage generated, resulting in a total readership of more than 470,820,723 and an Advertising Value Equivalent (AVE) of £704,767.30

• Coverage achieved in both mainstream and specialist publications including Daily Mail, The Sun, Sunday Mail AT Today, Fleet world and EV Powered

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Thought pieces

We have written numerous articles on behalf of Fraser and the Dundee team to showcase the city’s EV infrastructure. This includes: 

• Designing inclusive charging hubs to make electric vehicles accessible to everyone in AT Today
• How a former Dundee petrol station became one of Europe’s most innovative EV charging hubs in Fleet World, EV Fleet World and Van Fleet World, and lead as a headline in their EV Fleet World newsletter
• Advancing accessibility in EV charging: Dundee’s Clepington Road Hub in Fleet World and EV Fleet World. The piece also went into both their general and EV daily newsletter
• How Dundee uses the accessibility standard to ensure disabled drivers are not overlooked in the EV revolution in Transport + Energy

‍Urban Fox launch event‍

Several items of coverage were published as a result of journalists we invited to attend the Urban Fox event, including the Scottish Sun (online and print), the Sunday Mail (print), the Courier and EV Powered. 
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Press trips ‍

We organised for Daily Mail Motoring Reporter Freda Lewis-Stempel to enjoy a tour of Dundee with Fraser Crichton. Her piece focused on combating EV range anxiety by driving from London to Dundee.

The journalist also used information from her visit to Dundee to include the city in another This is Money piece about the lack of accessible public chargers, using the Clepington Road hub as a positive example of EV infrastructure. This article was also published in a range of different titles including MSN, WiredFocus and NewsExplorer.

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