Inserting Motorway into the media agenda
In early 2024, Motorway – the UK’s fastest growing used-car marketplace – came to FoF with a media relations brief to get Motorway the recognition it deserves for turning a historically offline sector into a tech-first, digital industry.
Motorway’s massive marketing campaigns meant it was already familiar to millions of consumers, but its status as a UK tech success story was less celebrated. Outside of major funding news, there was little media coverage profiling the company’s growth and vision.
FoF and Motorway agreed messages to land through targeted media outreach. Results were fast, and on message.
Standout results included CEO Tom Leathes being profiled on the Evening Standard and City AM podcasts as well as a Sifted byline on employee equity. CPO Harry Jones was interviewed on the TechCrunch podcast, and CFO Liz Kistruck featured in Raconteur.
Scrappy but effective strategies were also effective, for example newsjacking the Autumn Statement with Motorway’s take on growth and innovation, with coverage landing in the likes of Fortune.