Stylish, smooth, glamorous and fun! Superior Hummer Limos was an unforgettable start-up business client entering an already well served market in Christchurch. SHL’s black super-stretch Hummer limousine, the largest of its type in Christchurch, is a real head-turner. The ‘wow!’ factor of the vehicle means that it launched itself onto the Christchurch market. A strong first impression is good, but a new brand, corporate identity, printed brochure, complementary website and other printed collateral that forms a comprehensive launch campaign to solidly back up the impressive vehicle is best. The website showcases SHL’s Super-Stretch Hummer and their service offerings in attractive and useful ways that have long-lasting marketing communications stamina.
The campaign was spearheaded in the media by an innovative “Hum-for-a-Hummer”competition developed by the client and local radio station “The Breeze” which targeted a significant proportion of the Hummer Limo’s demographic in Canterbury in a memorable, fun way. In addition a targeted launch email was distributed to corporate event managers, wedding planners, entertainment industry promoters and selected tourism operators.
A “Welcome aboard” DLE brochure and supporting promotional poster was printed and distributed to selected tourist information sites around the region. A direct mail hit using the brochure followed up the initial email. The website written content, the SHL “story” was very well researched, an approach that has really paid off for the client in terms of the Search Engine Optimization of the site, which sees it rank consistently in the top three places using the simplest search terms.
Riding in style, the brand communications strategy
In 2010, the Superior Hummer Limos’ black super-stretch Hummer was only the third to enter operation in Christchurch. Two established firms had stretch Hummers in operation for a year or so. SHL’s limo was the first black super-stretch Hummer to enter the Christchurch market. Entering the already well served market presented a unique brand communications challenge and opportunity. Research showed that the two incumbent Hummer Limo operators’ promotional material rested largely on the obvious novelty value and visual impact of the vehicle’s extraordinary size, glamour and luxurious appointment, combined with their established positions in the limo hire, wedding and corporate transport operators industry.
You only get one chance to make a first impression
The colours of the Canterbury region, Christchurch City, and The Crusaders rugby team are red and black. Art directing the colour story of the website and printed matter to be red and black, the decision to shoot photographs of the stretch Hummer in picturesque signature Christchurch locations by day and by night—this creative direction was the product of the marketing communications strategy developed for SHL. Thorough research into the stretch Hummer limo market niche worldwide informed the creation of a coordinated set of original, punchy positioning statements to focus the marketing communications message in the homepage banner and add value to the visually compelling photos. This groundwork of research also informed the sorts of keywords and phrases used when in writing copy for the site. Combining ‘headline’ statements with big, graphical images makes for an entertaining and durable web design solution, and a strong link between print and web that really connects customers with our client and contributed significantly to the establishment and ongoing success of a great Christchurch brand.
Choosing the right web development sub-contractor
The SHL site was coded and the Joomla Content Management System (CMS) customised by project partner Zoomroom Interactive, the pixel-perfect front end was designed and the CMS populated by MagentaDot Brands.
Client: Superior Hummer Limousines
Category: Travel and leisure
Photography: Shaun Waugh, MagentaDot Brands
Web Design firm / Project management / Content upload: MagentaDot Brands.
Web coding and CMS customisation: Zoomroom Interactive
Disciplines: Brand and identity systems design, Copywriting, photography, digital illustration, Web design, Web content management