Mccann-Erickson Units Team Up To Develop First Relationship Marketing Program For Buick

In the first effort of its kind for Buick, the General Motors’ division is joining with five major companies in a relationship marketing program aimed at Buick Regal buyers.
Consumers who buy or lease a ’98-model Regal will receive a Regal Performance Card, which entitles them to a continuous discount on services from Continental Airlines, ITT Sheraton, National Car Rental, One Hour Martinizing Dry Cleaning and 1-800-FLOWERS. Regal owners will also receive periodic mailings with limited-time discount offers from other companies.
“It is a major initiative to bring together partners from different categories, each with a different time or money-savings offer, and then be able to engage the dealer salespeople to understand the program so they can help communicate it in the dealership,” said Beth Oliver, vice president and group account director at Momentum IMC, the event/promotions arm of McCann-Erickson Worldwide, Buick’s national agency.
“Our objective is to continue building dialogue with these [Regal buyers] and continue to offer them innovative opportunities to save time and money in their crazy lives,” she said.
Along with Momentum, McCann’s Troy, Mich., office created a magazine and newspaper print campaign and designed pages for the Regal Internet site to support the program. McCann Direct in New York also contributed to the program. Consumers who have purchased ’98 Regals will receive the cards in mid-December. The advertising begins in January, Oliver said.
Carlson Marketing Group in Minneapolis was also involved in lining up the partner companies, Oliver said, which were chosen from categories Regal consumers find useful. For example, since Regal buyers typically do a lot of traveling both for business and pleasure, it made sense to include an airline, rental car and hotel chain, she said.