Signature London are the country’s premier hire company of luxury vehicles. To support and leverage a huge planned investment in the companies infrastructure and stock along with a move to a new custom built ‘Experience Centre’, WDA were commissioned to assist in the implementation of a complete overhaul of brand and marketing strategy. The objective was to re-launch the company into the market place with a brand-led solution and imply a quality benefit across every customer touch point within the business.
Route to mind
WDA established that at the heart of most luxury car hires is a need for customers to project an image and make an impact. Differentiating Signature within the marketplace were tangible benefits such as a reputation for unrivalled customer service, and a large fleet of current, owned vehicles. The final ‘Marque of distinction’ positioning has now been adopted and integrated into every facet of the business. Marque referring to the prestige vehicles, but also referencing the Signature name – a persons signature being a unique and highly personal ‘sign off’ indicating considered approval. The positioning also became the foundation for a fully integrated promotional campaign platform aimed at targeting customers of each area of the business. Professional clients we’re invited to ‘Make their Marque on arrival’ with imagery to convey Signature’s chauffeured airport collection service, whilst would be brides were asked if they would like to ‘Make their Marque on the big day’ and so on.
Route to market
WDA had initially been commissioned to undertake a market analysis for Signature which comprised a strategic review of their competition and recommendations on the market opportunity. Detailed customer profiling was also undertaken before the positioning process was undertaken. The new market positioning was conveyed through a stunning new visual brand identity, which moved Signature towards a clean and simple mono colour palette with their cyan blue carried over as an accent colour. The new ‘wing’ logotype was also developed and to ensure consistency going forward WDA were tasked with creating a set of brand guidelines covering multiple media applications. To date routes to market have consisted a whole range of sales collateral, technical documents, promotional merchandise and business stationery. Additionally WDA are developing a new mobile booking app, a whole new website, DM packs, and an email marketing campaign.
ROI – Return on Idea
Re-launch surpassed all expectations; dramatically improving perception of business quality and service levels amongst target audience, enabling Signature to put clear water between itself and other operators entering the marketplace. As part of a multi million pound investment programme, ‘new Signature’ has now created demand to satisfy the bolstered service offering including a move to custom built offices and heavy investments in regular new additions to the fleet.