With transport playing such a critical role in smart city development, we were brought on board to help cement TRL’s position as the centre of excellence for the future of transport.
To place TRL spokespeople at the heart of conversations around air quality, connected and autonomous vehicles, alternative powertrains, smart cities, infrastructure planning and transport safety.
We managed a very busy press office function, fielded TRL spokespeople for national media comment opportunities and developed regular thought-leading commentary on international transport issues.
Excluding consortia projects, we reached in excess of 38m people via more than 250 pieces of coverage in a 12-month period, with almost 40% of articles appearing in TRL’s chosen top tier publications.
The UK’s Transport Research Laboratory (TRL) has been guiding worldwide transport policy for more than 70 years. It has long-been a go-to source of commentary on safety, accident investigations and driver behaviour. However, with a shift towards a greater consultancy role, TRL tasked Prova with raising it’s profile as an industry thought leader.
Working alongside TRL’s expert spokespeople, Prova identified a number of key themes on which to build a communications campaign, including air quality, alternatively-fuelled vehicles, connected and autonomous technology and innovative safety developments.
We undertook in-depth soak sessions with TRL’s specialists and developed synopses and unique comment positions, which we took out to media.
We capitalised on TRL attendance at industry events to arrange initial briefings with key trade and national media titles, as well as inviting journalists to meet with spokespeople at TRL itself. Alongside profile pieces, we focused on securing regular industry columns and hijacking the news agenda.
With TRL involved in a number of internationally-significant projects, we also worked with consortia partners to deliver substantial media coverage around initiatives such as HGV platooning and the GATEway connected and autonomous vehicle trials in the Greenwich peninsula.