South West TravelWise Group

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Jaguar UK TV Commercial
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James Robertson Bray Leino
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Competing with Gorgeous
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40 billion global ad spend 1 billion UK ad
spend 44 million global new cars 2.5 million
UK new cars
Source
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Wanna fight?
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Wanna race?
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Experience economy
People want to be differentiated by what they do,
not what they buy People seek emotional not
material benefits - freedom, individualism,
experience
Source
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Inconspicuous consumers
Source
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Urban lubricants
Source
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Transport
Environment
It costs less for me to travel. I
know how long my journey will take.
I can breath the fresh air. I
can enjoy parks and green spaces.
I Society benefits
I feel more awake.
I can think more quickly and clearly.
I will loose a few pounds. I
will look and feel healthier.
Health
Education
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Worthiness versus relevance
Can I make a difference?
Improve my life
THE PLANET
ME
Ditching my car beats queues
I need my car
DIFFICULT
EASY
Its all a bit geeky
Everyones doing it
NICHE
MAINSTREAM
Let other people put themselves out
This feels like me
WORTHY
INCLUSIVE
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Positive messaging

• Its more about
• Liberation
• Quality of life
• My life/Freewill
• Emotional
• Fun/Smart
• Mainstream
• Inspirational

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10 thoughts for marketing sustainable healthy
travel
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Create a brand people can join with heads
hearts.
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Today, people dont buy brands they join them.
They want a brand to speak to their heads and
their hearts. To understand them. To recognise
their needs, values, standards and
dreams. Successful brands have used this insight
to create loyalty beyond reason.
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Inspire by taking the aspirational high-ground.
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Challenge conventional thinking.
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Understand what motivates your target audience.
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Point out positive benefits rather than finger
pointing.
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Use compelling facts to change attitudes
actions.
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Keep it real change their world one mile at a
time.
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Youll be laughing all the way to
the bank, the supermarket, the office
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Environmental marketing should be greener than
green.
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Get interactive to create a sense of community.
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Seriously, dont be afraid to use some humour.
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Final thought
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Thank you