Volkswagen is launching an integrated marketing campaign for the Passat CC, entitled ‘A little different’, positioning the four door coupé as the well-informed choice of car for those ‘in the know’, and an interesting alternative to more established competitor models.
Devised by Proximity London, it comprises a direct mail piece being sent this week, and is backed 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.
Volkswagen marketing communications manager Natalie Lamont 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.”
