Boosting Reputation Through Media Engagement
Jaguar Land Rover invested heavily in a new flagship showroom and service center in Bangkok as part of a mission to improve its image for customer service in the market. Following the appointment of its new distributor, Jaguar Land Rover also appointed Vivaldi PR to enhance its public and media perception with a series of events and communications focused on reputation management.
Objective
To engineer a communications campaign that would rebuild customer trust and raise the brand image and profile in the Thai market.
Our Approach
Vivaldi PR developed consumer and media perception audits to gather insights, opinions and recommendations on how to turn the brand image around in the Thai market. Insights revealed an appreciation for the brand, but a “show me that you’ve changed tone”. Over a period of five months, we reached out to senior automotive and luxury media to arrange one-to-one meetings to seek their advice.
Following small group introductions of Thailand’s top editors and journalists, we arranged introductions with client management to share fresh messaging focused on: new global ownership, a huge spike in major awards, the strengthening global prestige of the brand and, most importantly, the pedigree and reputation of the newly appointed local distributor. Having won over the belief and support of the media, we set out to work closely with them to reach consumers nationwide.
Over a period of four years, Vivaldi PR went on to organize the Thailand launch of the All-New Range Rover and Jaguar F-Type, and other vehicles in the market. Our team, resultantly, has worked every major motor show in Thailand and owns one of the top media blogger databases in the industry.
Vivaldi PR handled all aspects of the client’s car launches with significant events for F-Type and the Evoque in particular, which attracted major media attendance. The events brought glamour and a sense of occasion, as well as connecting the brand to many top celebrities and VIPs in Thailand, several of whom immediately became Jaguar Land Rover vehicle owners.
Vivaldi PR carefully positioned an acclaimed Jaguar Land Rover engineer as a thought leader within the industry. Offering consumer advice to the public by way of several useful guides, published in magazines and online, strengthened the message of high-quality after-sales service.
In support of the brand’s marketing, we crafted product positioning statements, wrote lifestyle slogans and scripts for radio advertising, developed and designed print ads, and created promotional copy; communication was carefully designed to express the emphasis Jaguar Land Rover was placing on its effort to improve customer service.
Key Results for Jaguar Land Rover
- Working with the client over four years, we generated approximately 12 million USD in publicity for the brand.
- Jaguar Land Rover’s brand reputation was successfully revived among leading media and consumers.
- A new and much younger generation of owners became associated with the brand in Thailand.
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