The Brief

Financial comparison website, RateCity needed to raise the profile of their brand nationally, increase their user base and instill consumer confidence in their service. It was essential that consumers saw the site as a trusted third party resource they could rely on for accurate financial comparisons.


What we did

Our PR objective was to gain national media exposure for the brand, by securing opportunities that positioned RateCity and its spokesperson as the ultimate third party consumer champion on all things finance.

Our strategy paired expert profiling with the quarterly release of newsworthy data. We commissioned surveys with topical outcomes in mind, and put RateCity’s spokesperson forward to comment on the results. A large proportion of our media outreach was also re-active, responding to rate movements, industry news and trends.

By securing broadcast media on a regular basis, we were able to build profile of RateCity’s spokesperson Ali Cassim (now replaced by Sally Tindall) as a go-to money commentator.

The Results

Over a two year period, we consistently secured at least two national broadcast segments per month for RateCity, as well as frequent print and online exposure. On average the AVE of the PR achieved was valued at around $50,000 per month, producing an average ROI of 10:1 monthly. RateCity spokespeople became ‘known’ to the media for their expertise, and the brand was able to win share of voice in the media over larger competitors.