Rolls Royce: The most cost-effective privatisation campaign
Paper looks at differences between other privatisations and this one. Research showed the campaign needed to overcome a number of image misconceptions among private investors. With a low budget national press and TV was used. Resulting 2 million share applications exceeded all expectations. More enquiries were stimulated than any other privatisation on a similar budget. Proved that with the right creative strategy even a small budget could be effective.