Volkswagen has launched a new campaign to raise awareness and drive enquiries of the Passat CC model in the UK market.
The integrated marketing campaign titled ‘A little different’ positions the four door coupé model as the well-informed choice of car for those ‘in the know’, and an interesting alternative to more established competitor models.
Proximity London’s Direct Mail piece goes live this week and is complemented by digital, press and outdoor advertising developed by DDB, Tribal DDB and MediaCom.
The creative pack includes a bespoke hard-back book entitled Guide to Britain’s Unexpected Pleasures which contains exclusive advice on Britain’s more unusual destinations, treats and activities.
This will be sent to Volkswagen’s target database to communicate the car’s premium offering to potential customers and provide them with all the information that they would need to make a confident purchasing decision.
Providing inspiration to the target audience who enjoy exploring places off the tourist trail, the book offers information on UK destinations from the mystical landscape of the Preseli Mountains to the fishermen’s charm of Whitstable.
Natalie Lamont, Marketing Communications Manager at Volkswagen, said: “We know that Passat CC drivers are well-informed and confident people who like to make their own choices – so we didn’t want to send them something they could find on any travel site or in any guidebook. Our guide to Britain’s unexpected pleasures is the perfect introduction to some of the nation’s best kept secrets.”