Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 23 July 2007
Live and Breathe helps UKTV rev up best
car search
Car showrooms across the country are supporting UKTV Car of the Year 2007, an initiative that allows the nation to cast its vote for the best cars in five different categories.
Creative retail marketing agency Live and Breathe has been tasked with raising awareness of the search on behalf of UKTV G2 within 880 dealerships nationwide, representing ten different participating motor manufacturers The agency has produced tailored collateral for each competing motor manufacturer, "heroing" the marque's specific model that has successfully made it to the competition shortlist of 50 cars
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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This collateral has been developed to be highly visible and will be used to inform visitors to dealerships of the initiative and encourage them to vote online for their favourite car.
An introductory letter from UKTV G2's channel head, Steve North, explains to dealership managers how they can get maximum benefit from publicity materials.
Live and Breathe has also designed a postcard size leaflet to publicise a linked free prize draw giving consumers the chance to win four tickets to the British Grand Prix 08 simply by answering a simple Grand Prix related question.
These will be available in all UKTV Car of the Year participating dealerships.
UKTV Car of the Year is a national campaign now in its fifth year, but this is the first time it has run on UKTV G2 and the first time that it has been marketed to a broader audience beyond UKTV viewers.
Consumers vote in two stages.
The first stage which runs from the end of July to the end of September allows only online entries and whittles down 50 nominated cars to a shortlist of 15.
This is followed by a second round with voting via red button, text or online, running from 12 to 16 November to choose the winning car.
The results will be televised live on 18 November with car personalities Jason Pluto and Louise Brady presenting.
As well as hosting the competition, UKTV G2 will be promoting test drives of all participating models on its website for the duration of the initiative.
Nick Gray, Live and Breathe MD, explained: "Footfall is vital currency in car dealerships and teaming up with UKTV's nationwide initiative is a great way for participating manufacturers to generate a buzz on their premises".
By focusing on each manufacturer's successful entrant, our tailored communications have a real edge and will work well to get consumers registering on the UKTV G2 website ready to vote".
Julia Restall, marketing manager, UKTV G2, added: "Teaming up with the manufacturers themselves is a great way to get support for our initiative from the ground up.
"By letting consumers know that the showroom they are visiting already has a successful nomination, we are building that all important virtuous circle - we look forward to this year's contest being bigger and better than ever, especially given the much broader support it will receive compared to previous years.".
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