Challenge:

• To position Maitland as a premium international wealth and professional services firm with expertise in core sectors including complex cross-border solutions.
• In particular, to position Maitland as expert advisers to UHNWIs with regard to tax planning, during a time when the global clampdown on tax havens and the issue of HNWIs tax avoidance was high on the political agenda for the US and the UK.

Solution:

• The strategy involved utilising experts from Maitland, specifically drawing on its cross border knowledge to educate journalists of the factual similarities between jurisdictions that are considered as tax havens and those that aren't.
• This worked to Maitland's inherent strengths - its broad and in-depth knowledge on how to structure wealth and assets in multiple locations. Timeliness was key as the debate evolved around the G20 meetings and the US election.

Implementation:

• Seven pieces of high quality, on message coverage were achieved, including quotes in the Financial Times and a placed article in The Lawyer and comments in luxury, c-suite executive publication Exec Digital.
• The value from this campaign arose from positioning Maitland with journalists as the ‘go to’ firm for comment on issues surrounding tax havens and offshore centres.
  

Outcome:

• This success was maintained and reinforced though endorsement from key stakeholders via a targeted press contact programme.
• As a result the marketing literature produced effectively built long term relationships with IFAs that fulfilled a genuine business need.
• Blanket coverage was achieved in all the key trade press and the white paper and three guides were downloaded over 22,000 times.