Case Study: Land Rover customer magazine

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In 54 years, the Land Rover has been the preferred mode of transport from farmers to yuppies. It now has a varied customer base including families and city and country dwellers. Land Rover uses a bi-annual customer magazine to stay in contact with owners.

Client: Land Rover

Magazine name: Land Rover Onelife

Industry sector: Automotive

Frequency: Bi-annual

Circulation: 450,000

Target audience: Land Rover prospects and existing customers

Objectives:

  • To increase relevance

  • To build cohesion

  • To add prestige

  • To maintain differentiation

  • Delivering adventure

  • To create brand loyalty

    Execution

    In the 54 years that Land Rover has been making vehicles, it has seen its market move from niche to mainstream. In the three years since Land Rover Onelife magazine launched, more than 30 luxury four-wheel drive vehicles have entered the market, and the future looks equally competitive.

    To increase awareness and loyalty to Land Rover among this myriad of choice, the four-wheel drive specialist has used its bi-annual magazine at the forefront of its CRM programme.

    Land Rover Onelife acts as a living, evolving link between the customer and Land Rover, maintaining dialogue on new product, programme and service developments.

    But the magazine does more than just that -- it celebrates Land Rover's promise of adventure with stunning photography, bold design and innovative writers.

    How is the success of the magazine measured?

    There have been two reader surveys by mail and one by telephone, as well as a response device on the personalised letter mailed with every issue. Positive results from these surveys have encouraged Land Rover to extend the title's distribution from the UK to more than 60 markets. Land Rover Onelife is translated into 11 different languages including Arabic and Japanese.

    How effective is the magazine as a marketing tool

    Land Rover Onelife has succeeded in communicating Land Rover's five brand challenges in the following ways.

    The magazine is dedicated to authenticity. Hence an emphasis on achievable adventures rather than professional expeditions; vehicles are photographed as they really appear, and if they're muddy they're muddy for a reason; features are relevant to the readers' lives, their dreams and their aspirations.

    The magazine treats all four Land Rover nameplates -- Freelander, Defender, Discovery and Range Rover -- with the same quality of tone, design and photography. All editorial content works towards the same goal of conveying the Land Rover experience.

    Premium writers and photographers are commissioned to deliver a top-notch title that has high production values to match. Land Rover Onelife exudes quality and aspiration.

    Land Rover Onelife's editorial and visuals take the reader across every continent to experience the Land Rover in action in its many guises. From Alaska to Australia, from Iceland to South America, the brand's adventure comes alive across the pages of the magazine.

    Both epic adventures and readers' own experiences of Land Rover are married in Land Rover Onelife, creating an aspirational yet meaningful magazine.

    Land Rover Onelife won Most Effective Automotive Title at the APA Customer Magazine Awards 2002.

    Hilary Weaver, director of the APA, said: "Land Rover has shown that customer magazines are an extremely effective tool at raising awareness and increasing customer loyalty. When translated into other languages and used internationally, customer magazines can have a large influence on maintaining and projecting a brand image.

    "Customer magazines have enjoyed phenomenal success over recent years. Latest figures from Royal Mail show 15% volume growth year on year and this growth is very much attributed to their success in delivering targeted and personalised customer communication."

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