The print ad schedule expands to national magazines in June; at least one national TV commercial is planned along with radio spots for regional dealer groups.
Although the campaign shows Rover's Discovery sport-utility vehicle, the spotlight is providing information about four-by-four vehicles in general. One print ad has detailed information comparing Discovery to eight competitors.
'BEST' SOURCE OF INFORMATION
"People need a source of information and we feel we are the best source," said Bob Lierle, general marketing manager at Rover. The importer wants to increase awareness and shopping consideration for Discovery, which many shoppers mistakenly believe is priced higher than its $32,000 starting sticker, he said.
Grace & Rothschild, New York, created the integrated campaign, having produced at least seven print ads.
"We're selling the concept of information. We're focusing on the fact that people really don't know how to buy four-by-fours," said Diane Rothschild, agency president and co-creative director.
Rover is expanding to mass-market magazines with this program, including People, said Marc Gratt, account director.
In mid-May, Rover will offer a free "Authoritative Guide to Compact Sport-Utility Vehicles," being produced by Coyne Communications.
It can be ordered via Rover dealerships, Ro-ver's Web site (www.
landrover.com) and or calling an 800-number.
Coyne is also preparing a direct mail program for relationship marketing tied to the campaign.
The campaign will account for most of Rover's 1997 ad budget, Mr. Lierle said.