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.
The Collection's 2001 luxury models appeal to diverse consumer
So Weber Shandwick customized events and strategies to target different
'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
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
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
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.
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
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.
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