Mazda backs CRM drive with customer magazine

by Melanie Godsell, Marketing 07-Nov-06, 07:00

LONDON - Mazda is to launch a global customer magazine next year as part of a CRM and loyalty programme.

The title will be published quarterly in 10 languages and is intended to create brand consistency across the territories in which Mazda operates.

The first edition, which is scheduled for the second quarter next year, will be mailed to 3m customers and feature both global and local content.

Publisher Redwood, which picked up the business following a pitch against John Brown, Primedia, Haymarket Network and Hachette Filipacchi, will be tasked with producing a global magazine with a standardised template.

The publication's title pitched by Redwood was Zoom Zoom, in line with Mazda's advertising slogan. A spokesman said further research was required, but it was likely that this would be the final name.

The marque already distributes a customer magazine in several territories, although it differs in title, quality and content. In the UK it is called Mazda and published by Northstar Publishing.

All existing titles will be replaced by the Redwood-produced global magazine.

It will be produced out of Redwood's new automotive business unit, a multimedia division headed by editorial director Gavin Green.

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