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Grip : GRIP December 2011
MARKETING GRIP Check out the new Subaru website subaru.com.au new product, new marketing and new media Andrew Caie General Manager, Marketing WHILE its fair to say that last year was one of the most challenging ever faced by Subaru in Australia, the good news is it’s behind us! In contrast, 2012 promises to be among our best yet, with class leading new models, cut ting edge safety technologies and a raft of heavyweight campaigns leveraging strong and integrated media partnerships designed to get Subaru back on the front foot. Our media strategy has also been designed to capitalise on the new integration opportunities emerging, with multiple media being used to present a unified and embedded message. New partnerships with the TEN, Seven, pay TV and SBS media groups will combine with our digital and press partnerships to ensure we powerfully and frequently communicate with our target markets. Our TV campaigns will be anchored by partnerships of top rating shows including TEN’S “The Project”, and the hot new show from the USA, also on TEN, called “The New Girl”. Both of these exciting programs have strong appeal with the expansive lifestyle customers and will attract a younger customer to the Subaru brand. Using multiple media including TV, online, newspapers and billboards, we will see a heavy emphasis on driving these customers to our website and directing those leads to our retail network. And all of our media par tnerships are also designed to increase our connection with our target markets. These people are into active lives, new experiences, keeping fit and exploring their world. They gravitate towards brands that add value to their lives - that facilitate the life they want to lead. That’s why Subaru is hitting the gym, the water, the bike and the road with new par tnerships in a triathletes and skiers, as these are the people who buy cars, roof racks and spor ts equipment carriers. This is the reason we have targeted these sports, to increase the relevance of Subaru for these customers when next they come to buy a new Subaru. 2012 indeed promises to be a year to remember, with exciting new models, fabulous new technologies and a raft of new media partnerships that will ensure we get our message across through the whole year. I wish you all the best from Subaru in 2012. “OUR TV CAMPAIGNS WILL BE ANCHORED BY PARTNERSHIPS OF TOP RATING SHOWS.” INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT number of high participant sports including triathlon, skiing and the fastest growing participant sport in Australia, cycling. Elite sports ambassadors, event partnership and grassroots engagement will all combine to promote a consistent presence for Subaru in the sports and activities we have identified. Our key partnership of cycling is multi-faceted and will ensure that we not only partner professional and community based cycle events, but also take a prominent role in supporting Australia’s first professional road cycling team, called GreenEDGE. GreenEDGE will compete on the European Tour and showcase Australian cycling talent to the world, following in the wheel tracks left by Cadel Evans at the 2011 Tour de France. However, while a role in Australia’s elite road cycling team is a great step, we really want to engage with every day cyclists, New XV & Impreza - Introducing Our New Customers
GRIP January 2012