DHL's goal was to create a very eco-friendly logistics plan that included air, sea and land transport and successfully move the series and the race vehicles to each destination, a feat that included dissembling and reassembling the cars in each destination and transporting the ultra high-performance lithium ion batteries.
Finn Partners worked with DHL and the race organizers to coordinate their two media strategies and amplify DHL’s eco-logistics story to create additional waves of Formula E coverage.
As the Formula E cars reached American shores, the team revved its media relations engines by securing a NASDAQ bell-ringing event for DHL and Formula E leadership that marked the kickoff of a week-long media blitz that started with airings of the bell-ringing on Bloomberg TV and Fox Business and continued with business, sports and technology media coverage.
By the time the flags went up, DHL was featured in nearly 260 million media impressions. Coverage included CNBC, Good Day LA, syndicated radio show The Drive, The Los Angeles Times, CNET, Sports Business Journal and two Reuters stories that resulted in 81 syndicated placements.