Land Rover 2010MY Bold – Case Study
Logo
The Sutter Group was asked to brand the the 2010 Model Year Land Rover training, which for the first time was to be a traveling road show, with training held at 200+ dealerships across the U.S. and Canada. The Sutter Group went with the theme of BOLD to match the messaging developed for the 3 redesigned vehicles - BOLD Design, BOLD Capability, and BOLD New Technology. The logo also incorporated the model year as well as the power vent styling from the vehicles. Chrome, black and orange color palettes were used throughout.
Training & Event Planning Guide
The Sutter Group developed a 24-page brochure/invitation that encouraged the dealerships to participate in the training event, told them what to expect on the training days and gave them a lot of useful information on how to organize and run the customer event they were to hold on the evening of their training day.
USB
Utilizing The Sutter Group’s custom flash engine created for previous Land Rover training programs, we applied the branded elements and updated the resource files to deliver a USB giveaway that contained not only the training presentations given by the facilitators, but also all relevant brochure and manual information pertaining to the MY2010 Land Rovers. These materials are crucial for allowing the sales staff to deliver the Land Rover brand experience while touting the features and benefits of the product.
USB Resources
The USB giveaway we created can be updated at anytime for both current and future vehicle launches at minimal cost to the client. After the new design theme is created, it is merely a matter of re-skinning the presentation graphics and updating any changes to navigation. There is even the opportunity to put the materials online in the future for easy distribution.
Bold Vehicle
The Sutter Group designed vehicle wraps for the new vehicles (which were probably being seen for the first time by the general public) to call attention to the fleet as they traveled the country on their training routes.
Website
A scalable general information web page was created to answer event-related questions. The simple website was later adapted and enhanced to include a raffle form page to be used at each dealer’s evening consumer event to give away a coveted prize — an off-road excursion at a Land Rover Driving School - a prize worth thousands.
