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June 13, 2007

C&G returns to the road this summer

Cheltenham & Gloucester (C&G) kicked off its second summer roadshow with a high-profile launch at the mortgage provider’s corporate headquarters.
This experiential event is a key part of C&G’s marketing strategy. Last year’s tour, which was managed by Event Marketing Solutions (EMS), attracted more than 9,000 people.
The new, 11 metre by 6 metre roadshow vehicle was unveiled to staff at the company’s Gloucester headquarters in May before setting off on a 14-week tour of county shows and city centres across the UK.



 Road trip: C&G take the experiential route this summer

The vehicle has been designed to offer an informal, welcoming environment for customers to find out more about C&G’s mortgage and savings products.
In keeping with the leisure destinations it will be visiting, the vehicle includes fun, interactive elements to drive footfall and data capture.
These include an eye-catching ‘money tree’, hung with competition forms to win £100 of shopping/gardening vouchers each day. Completed forms are posted through the letterbox of a C&G ‘house’ – generating the noise of a dog barking.  There is also an enclosed children’s activity area, offering house-themed painting activities and a bead table.
Commenting on the roadshow, Sharon Wynn, local marketing manager for C&G, said: “It was great to preview the roadshow to our colleagues and to give them a direct experience of how we are taking our brand out to consumers. People were very impressed with the quality of the experience we have created, and with the excellent results delivered by last year’s roadshow."
Keith Austin, managing director of EMS, was delighted to be working with C&G again. “The summer roadshow is traditionally a very important method of marketing financial services and we were pleased to deliver such strong results last year,” he said.

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