CASE STUDY: AGA targets affluent rural homeowners
Provided by Stratford Racecourse
Iconic British brand AGA aligns itself with partnerships that reflect its part in British culture, including with amateur racing
What was the Challenge / Background of the Campaign?
One in two homeowners owns a Rangemaster product already, so the campaign is not solely about selling new cookers. It offers upsell opportunities on service agreements, cookware, and diversification into b2b products for the restaurant, hotel and on-trade.
Brand awareness in a key customer environment is a key asset, with activation through social media. The experiential marketing exercise of meeting customers over a demonstration AGA at the races extends to a unique partnership with a Cookery School, creating a live theatre experience at a popular Cheltenham meeting. Find out more...
What was the Campaign Objective?
The Series, now in its third year, provides a national programme of events for AGA to demonstrate its goods amidst an affluent ABC1 audience of homeowners, together with a final event the evening before the annual AGM, at which investors and key financial press can be entertained close to the company's HQ at Leamington Spa.