SELLING THE DREAM OF SPEED
While McLaren has been a legendary name in professional racing for half a century, it has only become a consumer brand in the last decade, with some models boasting a sticker price of over $2 million. Their expanding line of supercars promise more than speed. They have become part of pop culture, with mentions in hit songs and appearances in blockbuster films.
The company enhances their vehicle offering with a yearly calendar of exclusive "experiences," with owners and prospects buying the chance to race on some of the world's finest race courses.
To help support sales and enhance the overall brand experience, I contributed to the creation of a multi-channel communication program that included digital, social, email, print, and OOH.