Selectivity was key with consideration given to the types of engagement that matched the groups’ particular exclusive interests and activities, thereby ensuring maximum attention.

We used the exclusive Jeep-sponsored Istanbul Horse Show as a back-drop for lifestyle advertorials in exclusive leisure titles. Private health club magazines and the palacial environment of a VIP cinema suite further targeted the group in their leisure time. Meanwhile advertorials in National Geographic and Capital provided necessary status and credibility.

We over-achieved the ambitious launch target for 2005 by 13%, which was impressive enough, but with market growth in the sector growing by 51%, we helped Grand Cherokee grow its market share by 20% within it, outselling BMW and VW and gaining market leadership in the comparative class.