Renault has chosen The Daily Telegraph to promote its new
youth-oriented Scenic RX4 model.
The key element in the promotion is a sponsored 16-page supplement
called Supersports devoted to the rising popularity of extreme sports
such as surfing, para-gliding, snowboarding and grass-skiing.
Content will include an advertorial piece on the RX4.
The supplement, which will be published with The Daily Telegraph on 25
July, is linked to the Telegraph-sponsored Newquay Surf Festival, which
is held at the end of July.
Sponsorship of the festival is part of The Daily Telegraph’s attempts to
grow a youth audience and was a key factor in Renault’s decision.
The supplement will be distributed to the 60,000 visitors at the surfing
The deal was brokered between strategic planner Julian Oiller of the
Telegraph’s commercial development team, Optimedia managing partner Greg
Grimmer and Renault’s advertising and information manager Jonathan
Renault returned to The Daily Telegraph last year after a five-year
absence and is also using the newspaper’s database, supplements and
Electronic Telegraph site to promote its Avantime model.
The Telegraph is not known for its strength in the youth market.
Explaining the decision to use the newspaper to promote the RX4, Grimmer
said that although the car had a youthful image, the typical buyer would
’Eighteen-year-old surfers might crave the RX4, they don’t have pounds
16,000 to buy it,’ said Grimmer. ’But those who have a youthful mindset
and associate with extreme sports do have the money.’