CASE STUDY:
BRANDING IN THE WORLD OF LUXURY
ABOUT HUMMERZINES
In early 2007, luxury limousine owner Suzanne Parker approached Trendhaus after buying Sydney's first white stretch Hummer limousine. The "Hummerzine", which was still being imported into Australia at the time, needed a coherent branding and marketing strategy in order to go to market once the car would arrive on Australian shores.
The Hummer limousine is tailored to fit 2-14 passengers and available for hire for weddings, school formals and special events. The American born 4WD is the first of its kind to hit Sydney's streets. With its length of 140", the H2 Hummer is a chauffer driven luxury on wheels.
www.hummerzines.com.au
CHALLENGE
- To create a premium limousine brand synonymous with style, elegance and luxury
- Market the "Hummerzines" brand to three markets: weddings, special events & school formals
- Maximize sales for the Hummerzines product & service
STRATEGY
- Trendhaus developed a brand strategy that focused on the premium aspect of this American-made limousine. Branding elements included the design and development of its corporate identity (CI), as well as the concept development, design and programming for the "Hummerzines" website. The marketing activities included promotions at expos (POS and sales material) as well as direct marketing.
EXECUTION
- Trendhaus developed the "Hummerzines" CI by introducing a 'star' theme. To emphasize the premium aspect of the VIP limousine brand, subtle stars were integrated throughout all communication, e.g. print foiling techniques on collateral and merchandise, flash animations on the website, etc. This underlying theme helped to evoke a desire to experience "sparkling" moments at each client's event.
- Once the core brand identity was developed, Trendhaus built a website which reflected the Hummerzines' attributes. The website was built with the intention of having user-friendly content as well as an easy-to-use navigation, allowing for optimum online enquiries. Apart from this, the website was designed and programmed to be ideal for online marketing, i.e. SEM and SEO.
RESULTS
- Strategic branding on the limousine drove record numbers of visitors to the Hummerzines website within 4 weeks after its arrival in Australia
- Strategic limousine placements at celebrity events, e.g. Bra Boys film premiere, achieved a significant amount of word of mouth as well as PR
- Promotions and show casing of the car at event expos boosted booking numbers and sold out most week-ends in 2007
TESTIMONIAL SUZANNE PARKER, MD HUMMERZINES
- "The team at Trendhaus worked tirelessly to give our brand exactly the identity it needed. Their eye for detail, knowledge and expertise has catapulted our brand to the forefront of premium luxury. Always reliable and with fantastic turnaround times, Trendhaus comes highly recommended."
