Peugeot has won a gold award for its marketing of this year’s Car of the Year – the Peugeot 307 – from the Institute of Sales Promotion (ISP).
The 307 won gold in the Field and Event marketing category for the Peugeot 307 Summer Party launch programme which ran last summer at a series of country venues and where invited guests and their families were introduced to the car. Peugeot defeated rivals Toyota, Nissan, Coca-Cola and Unilever.
Peugeot’s event support agency, Professional Exhibitions Ltd (Pro-Ex), managed the programme of events.
Peugeot’s Steve Harris, Marketing Partnerships Manager, commented: "The events were devised in conjunction with Pro-Ex and this award is a fantastic tribute to the entire team. In today’s competitive market place it is often difficult to come up with new and innovative ideas, and it is brilliant to have our efforts recognised as the best in our field by the industry."
ISP judges, Geoff Posner, Geoff Howe and Cindy Roper described the Summer Parties as "strong events which overcame test-drive inertia to bring the showroom to a family audience".
Over 15,000 people attended the ‘Ride and Drive’ events with over 2,500 taking test-drives.Published 3 May 2002