Direct Mail Invitations Drive Buyers to Land Rover "Exotic" Events

Land Rover is using a luxurious brew of events held at elegant private country homes, coupled with exotic chocolate tastings and falconry demonstrations, to swing consumers to buy its 2004 Range Rover model.

If the response to the first event is any indication—200 to 300 attended and 16 made a purchase— Rover is likely to meet its goal of selling 100 vehicles.

This "one-at-a-time" approach to capturing potential buyers, invited guests to attend one of six events held around the country, with the last one held this weekend. Resort locations and private homes provide the backdrop for off-road driving instruction, culinary sampling, a display of rare orchids and clay shooting instruction.

A direct-mail invitation dropped to 200,000 current and past Range Rover owners, as well as targets from rented lists and some American Express Platinum card holders, through a partnership crafted with American Express.

The "Range Rover Experience," has been deemed successful enough that the program will roll out later this year to all 145 retailers, who will host the event and bring in high-end partners to supply the "exotic" touch. Binders will be mailed to each retailer with tips and directions on how to conduct the promotion. A mailing list of potential prospects and customers along with invitations will be included. "It's the event-in-a-box concept," said Natalie Bow, relationship marketing manager for Land Rover.

A follow up "thank-you" mailing was sent to all who participated that included a picture of the attendee in a leather frame driving the Land Rover off-road at the most daring part of the trial, a rough track with wheels off the ground. "The relationship didn't end with the event," Bow said. "It's the beginning of our relationship with these people."

The six-week campaign, which began last month, was supported by a national television adverting campaign, print ads, Web site promotions and outdoor marketing.

Campos Creative Works, Los Angeles, handled the logistics of the event. Young & Rubicam, Irvine, CA, handles the advertising.