The challenge
Select Car Leasing is the UK's largest independent car leasing broker. Founded in Reading in 2004 by Mark Tongue and James O'Malley, it serves more than 55,000 personal and business customers and handles around 30,000 vehicle orders a year.
Leasing is a market where competitors fight over the same search terms and the same customers. Select wanted something rivals could not easily copy: a reputation as the industry's reference point, the name journalists call first and the brand drivers keep meeting wherever motoring is in the news.
Our approach
The programme is built on rhythm rather than one-off campaigns. Every week since 2018 we have put new material in front of motoring and consumer desks: original data drawn from Select's own leasing figures, seasonal research on the cost of driving, and fast reactions whenever a motoring story breaks, from tailgating cameras to a proposed drink-drive limit.
The result reads less like a PR schedule and more like a newsroom's contacts book. Select's commentary appears everywhere from The Guardian's money pages and The Sun's motoring desk to the local papers drivers actually read, while its leasing data leads the trade titles the industry follows. That has helped make senior figures, including managing director Graham Conway, regular sources for journalists covering driving, consumer and automotive issues.
Digital PR is the engine underneath. Stories built on data get cited, citations carry editorial links, and more than 5,000 of them have accumulated against Select's site, giving search engines eight years of reasons to treat it as an authority on leasing.
The outcome
Select Car Leasing has worked with marco/richards since 2018. The running total now stands above 10,000 pieces of coverage, more than 5,000 of them carrying editorial links from sites with an average Domain Authority of 70, and over two billion opportunities to see, the combined potential audience of every piece since the partnership began.
Behind the volume sits consistency: this is coverage earned week after week for eight years, not a spike around a single stunt. That rhythm has kept Select in front of drivers through every news cycle, and kept its commercial pages supported by a steadily growing bank of authoritative links. Select's non-brand organic traffic has increased year on year throughout the partnership, according to its search performance data.
