Magazine article Marketing

MG Rover Backs TF Launch with Mailing. (Direct)

Magazine article Marketing

MG Rover Backs TF Launch with Mailing. (Direct)

Article excerpt

MG Rover is backing the launch of its latest sports car with a major direct marketing campaign aimed at reversing last year's slide in sales.

MG's TF two-seater sports car replaces the MGF, the UK's best-selling roadster since its launch in 1995. It competes with Toyota's MR2 and the Mazda MX5, and is being launched with a lower price than the former car, with models available from [pounds sterling]15,750.

The launch DM focuses on the theme of 'No Regrets', highlighting missed opportunities such as not making it to the 1985 Live Aid concert, not staying in touch with a teenage sweetheart and not seeing enough of the world.

The mailing, which targets 100,000 existing and prospective MG Rover drivers, ends by telling recipients to ensure that the MG TF is not one of life's missed opportunities.

Consumers are invited to take a test drive and are offered the chance to win a Sony home entertainment system in return for providing information about themselves. …

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