Telegraph snaps up Renault deal

Renault has chosen The Daily Telegraph to promote its new youth-oriented Scenic RX4 model.

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

event.



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

Wignall.



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

be 35-plus.



’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.’



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