Subject Index
 

This report looks at the use of celebrities in US automotive marketing, and how they are used to connect with specific audiences and to leverage consumer engagement. The examples cited include Ford's ...

The launch of competitive products had led to a drop in sales in the UK, Italy and Spain. The objectives were to maintain an image differentiation whilst widening the Freelander's appeal. The creative ...

Campaign in 1998 by WCRS for Freelander (Land Rover), to launch the car internationally. To position brand for the future, new `car-like' styling was married with the Land Rover heritage. Media: 6 sho ...

Land Rover brought the brand alive to customers by involving them in their 'Adventures' programme, a series of off-road events exclusive to Land Rover owners. Many events sold out in three months.

Land Rover's objective is to build loyalty and customer value. Regular mailing, one-day events and so on, show that customer loyalty is increasing year on year.

This DMA ECHO entry was created by The Penny Black for Land Rover South Africa. Having been absent in the South African marketplace for a number of years, Land Rover needed to relaunch its brand into ...

This 1996 DMA ECHO entry was created by Holloway de Groot Faber Vos for Land Rover, both located in the Netherlands. Direct mail was used to invite prospects to a special event that featured Land Rove ...

This 1996 DMA Gold ECHO award winning campaign was created by Craik Jones Watson Mitchell Voelkel for Land Rover, both located in the United Kingdom. Direct mail was used to promote the all new Range ...

Having not advertised on television for eight years, and having suffered three preceding years of recession and declining sales, Range Rover needed rejuvenation in 1993. The brand had to give consumer ...

This paper describes how Account Planning, in the guise of creative development research, made a fundamental contribution to the 1993 Range Rover television campaign. The paper demonstrates how creati ...