CAMPAIGN SPOTLIGHT
Close Brothers Motor Finance
From a product launch project to multi-stream national media relations and comms support
The Brief
Close Brothers Motor Finance (CBMF) initially engaged Rosely Group to support the launch of their latest consumer product - a Personal Contract Plan (Close PCP) in the Irish market. Close PCP was a new offering that changed the game for consumer car purchasing.
CBMF needed a PR agency that could craft strategic messaging that clearly communicated value and that resonated with a broad audience, and ultimately land high-value coverage to drive widespread consumer and partner awareness.
The Campaign
We started at the core of the campaign: devising a compelling angle. With careful analysis of the business, product and the market, we leaned into the benefit of derisking the car-buying process for the Irish motor dealer and broker partners. From there, we could build up and create clear, compliant messaging, a tight narrative and a targeted media list.
For the launch, we successfully secured high-impact coverage, including a double-page spread in The Sunday Independent featuring an interview with Donal Murphy, CEO, alongside further national coverage and broadcast opportunities.
Always-on Comms Strategy
From the successful launch of Close PCP, we evolved the PR programme into ongoing support for the business, focusing on three targeted streams: national, regional and trade media. For each, we built strategic, tailored campaigns to ensure we are offering high-value content.
For regional press, for example, we pitch data-led stories tailored to local audiences. CBMF has a vast set of company data which we analyse and supplement with national data to generate relevant, location-specific media angles. We’ve secured coverage in titles such as Donegal Live, Kildare Now, Limerick Post and Sligo Weekender.
Alongside PR, we also support wider marketing activity, acting as an extension of the internal team across social media, award submissions and internal communications.
At the start of 2026 we also worked with CBMF who were headline sponsors of the European Motor Show in Dublin, putting together panels, thought leadership, press releases and activations to amplify the brand. We also attended on the day to ensure we could make the most of PR opportunities and help where needed.
The Results
Our work to launch Close PCP delivered strong national visibility - with standout coverage across print and digital - successfully introducing the product to the Irish market.
By early 2026, our structured, multi-channel approach had built sustained momentum. We secured high-impact national coverage, used data-led storytelling to drive consistent regional placements, and created opportunities for senior spokespeople across trade and broadcast media. Notably, Donal Murphy, CEO, has appeared on Newstalk Radio and was interviewed for The Currency and Ireland’s most-read business paper, The Irish Independent.
In addition to our coverage, we've built a fantastic, integrated working relationship with the CBMF team. We're excited to support activities beyond PR by drafting internal communications, engaging blogs, creating social media posts, and writing for their newsletter.
“The team at Rosely Group aren't just masters at what they do; they are proactive, professional, and an absolute pleasure to work with.
From our very first meeting with them, I was deeply impressed and have continued to be every day since.
They have been a game changer for us, continually seeking opportunities through a creative and strategic lens. Whether it’s securing media coverage, blogs, or brand positioning, their expertise shines through.
Expertise is one thing, and they have that in abundance, but what stands out for us is working with a team that genuinely cares and has a true understanding of our brand.
Their investment in their clients’ success isn’t something that can be taught or faked; it’s something that naturally exists within the Rosely Group team, and it’s what made our collaboration with them so impactful and seamless.
They have truly become an extension of our marketing team at Close Brothers Motor Finance, Ireland, and I can’t thank them enough.”
- Stacey O’Connor, Head of Marketing at Close Brothers Motor Finance
