8/12/2023 0 Comments Jaguar land roger![]() Newton agrees: “Modern luxury brands are about placement, context, and impact being better than reach. There’s a measurement approach in response to changing communications.” “There’s a big focus on sentiment, message delivery, onward activity and website traffic. The PR and marketing teams are now more closely aligned. Our reach will go down, but it will be the right audience.” “We’ve put the sledgehammer of scale back into the toolbox and the scalpel has come out,” McConomy said. Technology titles have also become much more important to the brand, while, perhaps most surprisingly, non-automotive lifestyle journalists and influencers make up 40% of those invited to launches.Īdditionally, the KPIs used by the brand have changed. While these journalists are still crucial to the brand, Cision’s insights led to JLR targeting three other key areas.įirst up, business media is important, with many customers reading the Financial Times or the Wall Street Journal and reputation management being a key part of the PR team’s work. The brand worked with Cision to identify 600 key titles across 25 countries within four key categories, with the biggest change being a shift away from only targetting automotive media. “They are very influential across entertainment and fashion.” “We’re working with the biggest and most influential LGBTQ+ publications because they have very engaged followers who are affluent with a creative mindset,” McConomy said. Today, one of its key media partners is Attitude magazine, with Jaguar Land Rover sponsoring its annual Attitude Awards and creating branded content. Historically, Jaguar was an old-fashioned, British brand with a 70-year-old average customer. ![]() While its focus has narrowed to fewer journalists, JLR’s target consumer audience has broadened significantly. One recent launch in Napa, California, involved about 260 journalists, while a planned event in March 2023 will see 100 writers and influencers involved. That streamlined approach is being put into action. “We worked closely with JLR and PR leaders in 20+ markets to collate a modern, luxury reading list that covers all of its target markets,” said Newton. This is a direct result of its partnership with Cision. Today, by comparison, the brand is far more targetted in the publications and journalists it works with. “Our KPIs included the number of front covers we got.” “Eighty percent of the media we were looking after back then were giving us 20% of what we really wanted,” McConomy said. For one global launch, we took 1,500 car journalists to the South of France I chartered seven flights.” We would target anybody writing about cars. “We’re transforming PR and the way we measure it,” McConomy said. ![]() It was Cision’s insights and measurement programme that powered the evolution of JLR’s PR approach and how its impact is measured. McConomy was in conversation with Scott Newton, Global Insights strategic director at Cision. This has required a mindset shift, as Ken McConomy, head of global PR at Jaguar and Land Rover, explained at PR Week’s recent Measurement Conference. ![]() Having spent many years focusing on an older customer via traditional media, today’s luxury brands are often targeting a different customer using a dramatically different media strategy. Most brands have evolved over the past two decades, but few have evolved as much as those in the modern luxury space. ![]()
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