We have incredible networks - RBK Money

RBK is an online payment service that is a household name in Russia and in parts of Eastern Europe. RBK set up an office in London in Spring 2012 to access the European market.

REQUIREMENT

RBK’s first priority was to establish a brand that was trusted in the UK and had visibility with business. Their primary target audience was UK companies who wished to (or were already) trading with Russia.

WHAT WE DID

The most trusted and authoritative source of advice to UK traders is the Government’s UK Trade and Investment (UKTI), which includes the UK’s overseas embassies and the Foreign and Commonwealth Office. UK businesses who want to trade with Russia will most commonly seek help from them.

We therefore used our connections with (and insight into) the Government to broker an introduction to the UKTI’s Russian desk. We explained how RBK were willing and able to help UK companies trade with Russia and so help the UK exploit this enormous market. Working alongside the UKTI press office and the Government Department for Business Innovation and Skills (BIS) we issued a press release to all relevant media on RBK’s inward investment and work with UKTI. We presented RBK as experts on trading with Russia.

RESULTS

UKTI publicly advised all Russian traders that RBK is the solution to the most common barrier that UK merchants face when trading with Russia (payment and ensuring receipt). UKTI have informed all relevant UK government staff to advise traders to use RBK. This included UKTI staff in the regions and in the embassies and consulates in Russia who meet and advise UK trade delegations. UK Trade & Investment CEO, Nick Baird, was quoted in the press release.

RBK was the headline story on the UKTI’s own website and the story was covered in twelve other key publications over a two month period. All the messaging in this coverage was comprehensive and positive. Highlights included their top target publications:

Internet Retailing - The top publication for retailers

Croner-i International Trade - Croner is the UK's leading provider of business advice and highly respected

FinExtra.com - The leading website for the finance industry, from which other finance publications take their lead