Speed is the only external agency The Economist trusts with its influential and respected editorial content. The media relations programme Speed delivers supports the corporate strategy to broaden the appeal of The Economist as a publication for intelligent, curiously-minded consumers. Targeted promotion of unique Economist editorial is facilitated through print, broadcast, digital and social media.

A recent part of that programme was launch of The Economist on iPad and iPhone globally. Speed’s objective was to communicate The Economist’s digital strategy to a worldwide audience, to generate a significant number of downloads within the first three months and secure a position as one of the 25 most downloaded applications in the Apple App store. In a world where approximately 300 apps enter the App store every day, the challenge was to make The Economist’s app stand out a cut above the rest and demonstrate that the app’s are a great way for new readers to sample Economist content.

Speed accomplished this by locating and informing selective influential bloggers and media across the world, providing them with demonstrations ahead of the launch in the App Store. The targeted approach resulted in key international coverage and target industry coverage which gave the apps the most exposure with the widest reach as they launched. Speed’s targeted approach meant that the app was seen by prime influencers who publicised the app and its functionality to the wider public. With such media exposure, the app was downloaded a quarter of a million times in the first week,

“Speed delivered a strategy for launch that secured interest in the apps from some of the most influential people in the industry across the globe. In turn, this meant that the right people were saying the right things. We couldn’t have asked for more before, during or after launch and the download figures highlight that.” - Anna Rawling, Director of Digital Strategy, The Economist