Communicating premium with purpose Challenging traditional ideas about premium payment cards with a strong focus on sustainability.

The Challenge

A leading European sustainable card manufacturer wanted to increase awareness among banks and payment card issuers, while challenging the long-held perception that metal is the only material consumers associate with premium banking. ​​

To support its commercial objectives, it needed a focused two-month earned media programme that would build credibility around its proposition and expertise, while creating authoritative third-party content that could also strengthen its visibility within AI-generated search results​

The Strategy

Mixology developed and executed a media relation programme to:

• • Use original consumer research to create a strong news story around premium banking, payment cards and sustainability  ​
  • Introduce the company and its research to targeted national, business, finance, banking, fintech and sustainability media  ​
  • Build authority through a mix of earned media, thought leadership and expert commentary  ​
  • Position its CEO as an authoritative voice on premium banking, payment cards and sustainability  ​
  • Support the wider marketing programme by creating credible independent content and backlinks that could strengthen search and AI visibility  ​

The Programme

• Messaging and Positioning: ​
  Developed a Media FAQ, research summary and supporting assets to create clear, consistent messaging for journalist engagement.​
• Research-led Media Campaign: ​
  Distributed the research story to targeted publications across national, business, finance, banking, fintech, materials and sustainability media. ​
• Media Relations:​
  Secured of coverage in internationally recognised business and fintech publications, including Yahoo Finance, Fintech Global and Financial IT. ​
• Thought Leadership:​
  Developed three thought leadership narratives and secured longer-form editorial coverage in leading financial services publications including Retail Banker International and Finextra. ​
• Executive Profiling:​
  Delivered media training to prepare the CEO for journalist engagement and strengthen his positioning as an industry expert. ​

Services Delivered

PLAN

• Communications Strategy
• Brand Positioning + Messaging
• Research + Narrative Development
• Media Training

REACH

• Media Relations
• Thought Leadership
• Executive Profiling
• Research-led Campaigns

GROW

• AI Visibility
• Search Visibility
• Brand Authority