CAMPAIGNS: Product PR - Pitch 'the dream' to the monied lot

Client: The Collection (Coral Gables, FL)



PR Team: Weber Shandwick Worldwide (Miami)



Campaign: 2001 Luxury Model Launches



Time Frame: January-December 2000



Budget: dollars 80,000



Four years ago, Weber Shandwick chairman Bruce Rubin strolled into the

showroom of The Collection in Coral Gables and drove off with a brand

new Jaguar - and a contract to help the southern Florida dealership

reach the right audience for each new model.



Strategy



The Collection's 2001 luxury models appeal to diverse consumer

groups.



So Weber Shandwick customized events and strategies to target different

buyers.



'The challenge in creating a marketing campaign for high-end consumers

is to sell them products they do not really need, like resort

condominiums, luxury vacations or high-end automobiles,' says Tadd

Schwartz, client service director of Weber Shandwick in Miami.



'Therefore, we're not selling cars,' says Schwartz. 'Instead, we're

pitching dreams, and our PR and marketing campaign needs to reflect

that.'



Tactics



Each new model debut event was supported by a targeted publicity

campaign, geared to drive qualified buyer traffic.



When the new Aston Martin was unveiled, AM Chairman Robert Dover flew in

to meet select clients, prospects and media at gatherings at The

Collections' showroom.



The news releases explained how 'wheels for the wealthy' were rolling

fast due to a booming economy, with everyone from old economy investment

bankers to new-money dot-com execs getting on waiting lists at luxury

dealerships across the US.



For the Jaguar S-Type debut, Weber Shandwick pursued publicity in

ad/marketing columns and hip local fashion magazines, such as Ocean

Drive and Channels by tying The Collection to Sting, whose song Desert

Rose was used in the S-Type's national ad campaign.



The Ferrari Modena, which sells for a staggering dollars 200K+, was

coordinated around the 'Ferrari Challenge' held annually at the

Homestead Motor Speedway.



During Media Day, press representatives were allowed to race the new

model.



Ferrari's chairman flew in to mingle with clients and media.



Weber Shandwick also arranged for The Collection to be part in Zo's

Summer Groove, an annual charity basketball game put on by NBA star

Alonzo Mourning. At halftime, a random fan was selected to attempt a

half-court shot, which would win him a new Audi TT roadster.



The fan missed the shot, but local print and TV outlets covered the

event, complete with images of the attempted shot, the car and the

dealership's banner shown in the background.



Results



The events garnered local and national coverage, warranting hits on: The

Miami Herald, The Sun-Sentinel in Ft. Lauderdale, FL, South Florida

Business Journal, El Nuevo Herald, CNN en Espanol and FOX's Deco

Drive.



Total media impressions neared 18.3 million - an advertising equivalent

of some dollars 176,742, says Schwartz.



Though the booming economy was the primary driver, The Collection

president Ken Gorin attributes sales growth, in part, to the campaign.

Sales in 1998 rose to dollars 126 million, to dollars 154 million in

1999 and to dollars 175 million last year.



Future



Pleased with Weber Shandwick's work, Gorin extended its contract.

Upcoming events will be tailored to the Jaguar X-Type (at dollars

30,000, the most inexpensive Jaguar), the Porsche Chayenne (an SUV), and

the new Ferrari 360 Spider (priced over dollars 200,000). There will

also be a campaign coordinated around the upcoming launch of

Thecollection.com.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.