Volvo U.K. is looking to build relationships with smaller fleet owners by targeting SMEs through a new partnership with the Daily Telegraph.
The new campaign titled: ‘Designed around you and your business’ was built upon the overriding ‘Designed around you’ Volvo strategy to ensure consistency of message when communicating to target audiences.
Safety is the focal point of the campaign. Specifically how safety technologies can save money and improve efficiency. The communication objective for Volvo Fleet is to target small businesses over a sustained period of time.
The specially commissioned activity with the Daily Telegraph will involve a series of ‘Spotlight on business’, full-page features in the Telegraph Magazine. The features include interviews with some of the top performing growth SME companies in the U.K.
Volvo U.K. will also become the solo motoring sponsor of the Telegraph 1,000 Club, specifically aimed at addressing the needs of small business owners.
The Daily Telegraph will create an interactive and bespoke microsite for Volvo which will act as an online hub for all SME fleet needs and will include a car tax calculator, details of the fleet, pricing and comparison engine infographics.
The package is aimed at dominating the business arena within the pages of the Daily Telegraph and includes regular features within both the print and online versions of the newspaper and the magazine.
Kay Saunders, campaigns manager for business sales at Volvo, said: “The SME audience represents a massive opportunity for fleet operators. As such we need to be innovative in our approach, positioning Volvo as expert in small business advice, providing useful and interesting stories aimed at helping small business owners through the online hub on the Daily Telegraph website.”
