Land Rover’s decision to use only direct marketing for the key launch of
the first all-new Range Rover for 25 years has earned the company and
its agency Craik Jones the top prize in this year’s Direct Marketing
Association/Royal Mail awards.
The campaign targeted 12,000 of the UK’s richest consumers, inviting
them to a series of dealer launches. Attendance rates averaged over 90%,
with at least one dealer selling three months’ supply on the spot.
This year’s judges, headed by Tony Coad of the Telegraph Group said they
were impressed by the strategic importance given to direct marketing by
Land Rover and Tesco, which announced last month that it was diverting
even more of its budget into direct marketing (Marketing, November 2).
Tesco, and its agencies Evans Hunt Scott and Lowe Howard-Spink, took all
three prizes in the retail category for the launch of Clubcard, and
campaigns promoting gift vouchers, and the opening of a Tesco Metro
store at Canary Wharf.
See DMA/Royal Mail supplement