I assume you will have heard of the supercar company McLaren, so I will use this brief introduction to recommend the movie Rush. Now no one will say I am the biggest Ron Howard fan, but damn can that man make a mean biopic — and Rush is one of his best. If you wanna see some of the best racing brought to screen, watch Rush. (It also has James Hunt drive for McLaren so there was a point to all this.)
The Kiwi Quarterly Newsletter
As an avenue for engagement for both current and prospective McLaren owners, I pitched the Kiwi Quarterly – a newsletter discussing all of the latest happenings at McLaren for owners and prospective buyers. The articles allowed for consistent engagement for owners and allowed McLaren to turn leads into buyers. Each article necessitated in depth research and review with the McLaren team to ensure accuracy within a highly technical market.
CLICK THE TITLES TO BE TAKEN TO THE STORY FOR THE KIWI QUARTERLY:
McLaren Artura Print Ads
Amazingly, people still buy magazines. Especially the ultra wealthy. So McLaren consistently develops an array of print ads for every car. Here are a few me and my art director pal Danny Allegretti created for the Artura Spider, their convertable car.
McLaren Email Campaigns
Whether you are driving a beat up lemon or a luxury supercar, one thing remains certain — you will still receive endless emails from car dealers with new offers. I happen to be McLaren’s scribe for many of these emails, detailing new lease offerings, owner meet ups, track days, and major events in the McLaren calendar — often with an accompanying landing page to boot. Here are a few to peruse.
McLaren Certified Pre-Owned Ad Campaign
McLaren wanted to reinvigorate sales for their line of certified pre-owned cars. I got to work developing several different approaches for the McLaren team to use for future branding.
McLaren CPO Circle Incentive Program
To incentivize local McLaren dealers to sell more pre-owned vehicles, our team developed the CPO circle, a competitive dealer network that demonstrated which dealership had the gusto to ship the most pre-owned supercars. For the 2024 iteration of the CPO circle, I branded the campaign the “Race to Indy” and offered tickets to the Indy 500 for the winning sales team. This branding invigorated sales teams across North America and led to a highmark in sales for CPO vehicles.
