Monthly Archives: September 2014

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As part of a wider marcomms strategy, RSM has launched website to support Dunlop’s title sponsorship of the 2014 Dunlop MSA British Touring Car Championship (BTCC). The Dunlop BTCC microsite provides a central platform for marketing and promotional activation, engagement and data collection as well as reinforcing Dunlop’s tyre technologies, innovation and successful motorsport heritage. The easy-to-navigate site is divided into several sections: Social Media, for the latest discussion and debate; News, including driver tyre choice announcement on race day; Win!, unique competitions and prizes; Gallery, reflecting on the great BTCC atmosphere; Trackside, find out exactly what happens at a BTCC race weekend; Race to Road, discover what tyre options are available for drivers, and Heritage, Dunlop’s on-track success. Activation has been well received with Dunlop’s Marketing Director commenting, “Having partnered with the BTCC since 2003, and been actively involved in all eras of the championship since the BTCC began in 1958, we understand the fans’ appetite for exclusive motorsport news. RSM has provided a platform that reinforces our relationship with the fans and championship.”
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Increasing car sales for the Mercedes-Benz Retail Group is the main focus of marketing activities. In September, RSM developed an exclusive ‘First Class’ event for Mercedes-Benz Dartford, developing the campaign from concept and design through to delivery. The turnkey solution was executed over a two-week period, with customers invited to the exclusive four-day event. In addition to managing the invitation process, RSM designed and installed the branding as well as a hospitality provision. A total of 44 cars were sold and over 90 sales leader were generated over the period. “RSM provided a dynamic and effective solution that engaged with our loyal customers. You only have to look at the results to see the event was a success,” said the Group Marketing Manager of Mercedes-Benz Retail Group.