Peugeot is launching a direct marketing campaign to support the launch of its new luxury model.
The campaign, created by CMW, is being aimed primarily at existing Peugeot drivers, with selected consumers sent a personalised invitation to attend VIP Test Drive events at upmarket country hotels.
Participants will be able to test drive the new 308 CC model, as well as receive a complimentary three-course lunch at the hotel.
There will only be 1,000 available places to attend one of the five events being held in April and May.
Attendees will receive a “goody bag”, containing a thank you letter, a discount voucher for a handful of hotels and a coffee table book, created by CMW, using the themes of fashion and cars.
The launch of the new luxury model comes as new car registrations plummeted by 30.5% in March, to 313,912 units, according to the Society of Motor Manufacturers and Traders.
CMW client services director Claire Wright says: “It was essential that we secured interest from a highly targeted, discerning audience which demands the levels of luxury and performance that the 308 CC offers.
“This sort of audience requires a premium approach, and this is reflected in the exclusive design and nature of the campaign collateral which we have produced.”