THIS WEEK: Land Rover tops direct winners

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.

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



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