Fairfax chooses The Bachelor for Drive.com.au campaign

Fairfax chooses The Bachelor Blake Garvey & WiTH for Drive.com.au campaign

Blake Garvey Drive ad campaignFairfax this week unveiled a new marketing campaign to promote the launch of Drive.com.au, featuring the star of the second series of The Bachelor, Blake Garvey.

The campaign involves a series of creative developed by digital agency WiTH Collective, highlighting the tough decisions Garvey has had to make, and how the new Drive.com.au is helping to guide him through the process of deciding on new car.

The campaign is being promoted across the Fairfax Media network including print, digital and social media, Garvey’s personal social feeds, and through a broader relaunch PR campaign in partnership with Dig&Fish.

The redeveloped Drive.com.au is centred entirely on Drive’s core strength, the highest quality and most trusted source of independent automotive news and reviews, to help consumers make the right decision when purchasing a car.

The new site features several firsts including:
•  The ‘What car should I buy?’ tool for car buyers that enables consumers to narrow down their car choices based on factors including performance, safety, running costs and handling, which are judged by Drive’s panel of experts. Consumers can also ask the experts direct questions about what car they should buy based on their individual needs.  It is the only site that combines this tool with the ability to seek advice from experts.
•  Car Showrooms with listings of full manufacturer vehicle ranges.
•  Car Specifications and reviews with full vehicle feature breakdowns and a unique 10-tiered rating system developed by Drive’s editorial team creating the most credible and well-rounded source of information for buyers.
•  Engaging new video content via Drive TV.

Read Mediaweek‘s editor speaking with Drive.com.au editor Andrew Maclean here.

Source: Fairfax Media

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