Country Living lures Mercedes

Country Living has pulled off an innovative promotion linking Mercedes cars with the magazine’s dog-loving readers.

Country Living has pulled off an innovative promotion linking

Mercedes cars with the magazine’s dog-loving readers.



The June issue of Country Living carries a six-page advertorial for

Mercedes and a sponsored cover-mounted booklet entitled Special Places

to Stay, which reviews country hotels that welcome pets. The booklet

also features a Mercedes-sponsored competition.



The advertorial, A Sign of Good Breeding, marries a Mercedes car model

with a particular dog breed owner. For example, the compact Mercedes

A-class is apparently best suited to West Highland terriers, whereas the

roomier C-class can easily accommodate a labrador.



The idea was sparked when publisher Chris Hughes saw the Mercedes TV ad

featuring a dog being driven through the desert, accompanied by the

obligatory Janis Joplin soundtrack. Shortly afterwards, Hughes went on a

media day out to Scotland to test drive an M-class.



’I found myself sitting next to Simon Oldfield, the marketing director

of Mercedes Benz UK,’ said Hughes. ’I pitched the idea to him, pointing

out that dog legislation was in the news. He took it back to Mercedes’

brand planning manager Anna Hill at MSC. She judged it would fit the

grand strategy and, through a series of coincidences, business in excess

of pounds 50,000 was done.’



Hughes also revealed he has poached Emma Teague from IPC’s classified

department to work as a sales executive on Country Living.



Meanwhile, Country Living will sponsor the Royal Horticultural Society’s

Tatton Park Flower Show.



Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More