Mazda UK plans series of test drive events

by Staff, Marketing 09-Aug-06, 07:00

LONDON - Mazda Motors UK has hired Closer, the experiential division of Billington Cartmell, to run its most significant experiential drive.

The marque is planning a series of live marketing events this autumn. Prospective buyers will be invited to 'driver-training' days, at which they will have the opportunity to test-drive high end models.

The events will raise awareness of the brand and encourage consideration of its models among a target group which it claims is not heavily influenced by advertising.

Although Mazda has used live marketing before, this activity will be supported by an advertising and direct marketing campaign.

The work was instigated by Mazda's UK marketing director, Mark Cameron.

Mazda is running a promotion with the BBC's Top Gear magazine in an attempt to reinforce the masculine positioning of its MX-5.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.