Case study: Full Communications Campaign

MAZDA ELITE CLUB

  • Sector Automotive
  • Network size 150
  • Winners 35
  • Media Digital & Print

Since its creation in 2014, Mazda Elite Club has been an aspiration for dealers all over the country. It’s a club every dealer wants to be part of and membership is highly competitive. Creating this long-lasting positive competition has contributed to the ongoing success of Mazda’s incentives, as dealers strive to perform better year on year for a chance to travel with the Mazda Elite.

Inform & Challenge

The incentive launch was supported by a fully responsive event website, where qualification criteria were set out in full, alongside top-line details about the itinerary in Canada and the all-important National Dealer league tables. Regular league updates and eshots stoked competition for the year-long campaign.

Tease

Momentum was maintained with an inspirational teaser video, produced in-house and aligned with the brand’s own marketing strategy.

While the video was loaded onto the event website, dealers received flyers printed with an embedded QR code linking to the film.

This broadened the reach of the teaser, creating additional buzz and renewed competition within dealerships.

Reward

Luxury travel packs were couriered to winners, each personalised and branded to celebrate new memberships to Mazda Elite Club. The contents of the travel packs were chosen for their relevance for the trip and connection to the destination.

Maple wood portable phone chargers, leather luggage accessories and personalised itineraries were delivered in style and lined the pockets of each guest travelling in May.

Personalise

The event was branded throughout to ensure the entire Canadian experience was coloured with Mazda Elite Club touches. From road trip maps to snack boxes, boarding passes to soundtracks, branded speedboats and custom-made sunglasses to beautifully designed menus and unique room gifts, the event felt personal at every turn.

Each winner also had access to their own event app, loaded with daily itineraries, optional activity timings, e-tickets and personal notifications, enhancing both the guest experience and the smooth running of the event from start to finish.

“Black Tomato Agency’s ability to understand the personality of our brand and what we stand for was so important to us. They grasped this quickly and have delivered trips which were creative, different, exclusive and superbly executed.”

Head of Retail Operations
Mazda UK

Create Legacy

Positivity and team spirit are always on a high after a successful event and sharing personal memories is an effective way of keeping that momentum alive.

With an online gallery loaded with professional event shots as well as a photo sharing account for dealers to exchange personal pictures, the Mazda Elite Club legacy lives on well beyond the return flight. It’s that legacy that cements brand loyalty from winners and inspires new dealers to excel for a place on the next incentive.

The numbers

  • Personalised event apps created

  • Bespoke menus designed for the event

  • Mazda Elite Club road map created

  • Maple wood portable phone chargers in use

  • Canada inspired Spotify playlists played on repeat

  • Photos taken onsite

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