/ case study

driving forward in Russia despite COVID challenges

ClientAston Martin
ExpertisePR Services
Client Aston Martin OfficeAction Russia Expertise PR Services Industry Automotive Related Links https://www.astonmartin.com/en-us/

the challenge:

Despite the limitations that COVID presented in terms of media activation and activities, Aston Martin were keen to proceed with a press launch in Russia for their first SUV model, the DBX. They tasked Action Russia with finding a way to overcome the challenges and ensure active engagement with media that would generate targeted communication results.

our approach:

Action Russia together with Aston Martin used the core brand elements and partnership with famous architect, Sir David Adjaye, to gain media interest and traction. A series of interviews with Russian Tier 1 media featuring Aston Martin top management representatives: Chief Creative Officer Marek Reichman, Chief Engineer Matt Becker and Q by Aston Martin Director Simon Lane were arranged.

The fact that this was Aston Martin’s first SUV model, was also used as a strong angle to excite and engage relevant media.


  • 8 original interviews featuring Aston Martin top management with numerous reprints
  • total ad value – over 80k USD
  • over 32M total reach
  • Exclusive 6-page interview with Q by Aston Martin Director in a leading business print outlet ‘Kommersant.Autopilot’ to highlight DBX
  • 6-page interview for ‘Dom Interior’, a top interior & lifestyle title in Russia, which featured Aston Martin unique collaboration on SUV DBX special edition with famous architect Sir David Adjaye.

let’s work together