The new multichannel marketing campaign for the 2020 McLaren GT model is titled The every day supercar and pivots on people’s perception of a supercar using the catchline “It’s not every day you get to drive a McLaren.”
The GT, first released last year, is aimed at buyers who want grand touring space and comfort in a supercar and is a slight deviation for McLaren that usually focuses on high-performance cars.
It is one of the most affordable McLaren models at under $400,000 (well, $399,995) compared with the range that is mainly above $400,000 and stretches to $556,000.
Melbourne-based TRP produced and shot the campaign in Australia and is using a range of channels – online video, display, print and broadcast video on demand (BVOD) – to show the car.
TRP account director Fraser Ross told media publication Mumbrella that the company was “excited to help launch McLaren’s GT with all Australian content and assets across the entire APAC region.”
“The GT takes the key ingredients of a Grand Tourer and combines them with the innovation and performance that is undiluted in McLaren.”
The campaign is now live on TV, digital pre-roll, display and large format press inserts in multiple regions, including Australia, New Zealand, Hong Kong, Thailand, Taiwan, Kuala Lumpur and Singapore.
By Neil Dowling