Press Release
Cadillac Europe BV has launched a new website, www.srx-look.com, to coincide with the release of its new SRX. The all-wheel drive SRX is the division's first-ever luxury Crossover vehicle and positions Cadillac in a segment in which it has not previously competed. The new SRX is the latest model to express Cadillac's bold new design attracting a stream of younger buyers to the brand.SRX Hotspots
The website is an important element in the phased pan-European launch campaign for the SRX. This begins in late August with a large-scale DM programme incorporating several contact moments. The theme of the pre-launch online phase is the exhilarating SRX Hotspots, with prospects "challenged" in a range of media to nominate their choice of Europe's coolest and trendiest location. Hotels, restaurants, clubs and other places which are as unique in their design, luxury or look as the SRX. The person who nominates the best Hotspot will win a seven-day trip for four to New York, to check out the top hotspots there.The website visitor is introduced to the SRX during the pre-launch phase, but in the second phase can actually order a brochure or request a test drive online. Entertainment will be provided in the form of the SRX Challenge: an online game in which the visitor has to complete a set course with an SRX as quickly as possible, either alone or against an online opponent.
The launch of the SRX and the website are being supported by a pan-European online campaign. This is striking for its use of banners in very varied and generally unusual formats. The above-the-line campaign begins in September and the SRX will be in European showrooms from October.
The website, online campaign and DM activities have been devised by Bookmark, the Dutch interactive marketing agency which is also responsible for all Cadillac Europe's CRM and other direct-marketing activities. The German advertising agency B??????????????????hler & Partner develops Cadillac's thematic campaigns.
