Lutetia Capital, the leading absolute return manager, engaged Peregrine to build their brand and help manage communications around the launch of their Merger Arbitrage Fund.
Lutetia Capital (Risk Arbitrage Hedge Fund with $500m in AUM)
Objectives
Strong PR push to maximise recognition of Lutetia’s brand as the ‘go to’ name for merger and volatility arbitrage over a four-month period.
To promote the launch and the top-tier performance of the Lutetia Merger Arbitrage Fund to target investor media.
To educate the media and potential investors as to why the excellent M&A environment should mean they should shift allocations from fixed income into risk arbitrage.
Key activities
Defining messages for the media by reviewing Lutetia’s marketing slides and turning them into concise and newsworthy messages and proof points.
Securing broad coverage of the fund launch announcement, successful asset raising and positive performance by distributing a news release and setting up embargoed interviews with key media outlets.
Positioning the expertise of the portfolio managers and the firm through strategic expert commentary.
Organising profile articles focused on Lutetia’s investment strategies and product suite.
Results
Portfolio managers had introductory meetings with the journalists from publications in the UK and France, establishing strong media relationships with Tier 1 outlets such as the Financial Times, Agence France-Presse, Citywire Global, Bloomberg and The Wall Street Journal.
Strategic expert comment opportunities, showcasing the portfolio managers’ investment expertise in top tier media outlets, such as: The Wall Street Journal, Bloomberg News, Thomson Reuters and Barron’s.
Targeted press coverage:
-4 profile articles over a four-month period, which included Lutetia’s key messages and promoted their investment strategies in: HEDGE Magazine (front cover), Bloomberg BRIEF, Citywire Global and Opalesque.
-15 Pieces of coverage in investor-facing media outlets, following the distribution of a single press release promoting the new fund.
The fund’s AuM increased 80% over the period of the media campaign.
