Driving Service Puts Luxury Brand's Vehicles on More Consumers' Shopping Lists
When a luxury automotive manufacturer's marketing team asked Ansira to help put more of its vehicles on consumers' shopping lists, Ansira was ready. The solution: offer guests at an upscale hotel brand an opportunity to experience first hand one of Acura's vehicles during their hotel stay. A complimentary ride in a chauffeur-driven luxury vehicle would be the kind of "I've-done-it-first" experience that the W Hotel's prestige-oriented guests would eagerly accept.
The program has been so successful for Acura that the arrangement is now in its third year and industry experts have praised the initiative. The program has been cited as a model marketing effort in three recent publications. Since program inception, the auto livery program at W has led to a surge of new customers and the sale of more than 5,700 Acura vehicles. Survey feedback revealed that:
- 65 percent of those participating wanted more information about MDX;
- 81 percent reported more favorable feelings about the vehicle; and
- 84 percent increased consideration of buying or leasing an Acura.
Ansira manages more than 40 MDX vehicles, 65 drivers and 50 ambassadors in rotation at 26 W Hotel properties in 18 cities. So far the program has reached more than 600,000 guests.
The uniqueness of the experiential marketing program and the vehicle's appealing features – along with the first-class treatment by staff and drivers – clearly impressed the participants. The Acura Experience Program clearly is a winner for all parties involved.