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BPR’s Top 25 PR Projects: #25 Munro & Associates BMW i3 Teardown (2015)

In 2015, Munro & Associates launched a deep-dive teardown, costing and benchmark study of the revolutionary BMW i3 urban electric car – the first production vehicle to use carbon fiber extensively. This study was designed to help automakers and suppliers better understand the processes, technologies and costs involved in this revolutionary vehicle.

How do you help a engineering services client market the most extensive automotive benchmarking project of its kind?

Positive publicity.

Bianchi PR invited key auto journalists to individually tour Munro’s facility, interview participants and witness the teardown with a real-time, behind-the-scenes look at Munro’s Troy, Mich. benchmarking facility..

Bianchi PR’s media outreach secured seven major media tours/interviews from top target publications including Automotive Engineering International, Motor Trend, Bloomberg, Automotive Design & Production, Reuters and Forbes.

Results: multiple articles, including one in the Wall Street Journal, that generated millions of thousands of media impressions. Building on that media coverage, Bianchi PR was able to secure five key speaking opportunities to discuss the project at major industry events, as well as one international webinar for company CEO Sandy Munro. The effort also gained Munro significant share of mind in the benchmarking and cost analysis space, positioning the firm for additional future business.

(Special thanks to Munro’s Sandy Munro, CEO and Alistair Munro, director of business development at Lean Design Canada, for allowing us to work on this special project.)

BPR’s Top 25 PR Projects is a biweekly profile highlighting some of our favorite client projects, as we commemorate Bianchi PR’s 25th year in business.