The management team behind the highly successful Dixon Motor Group were doing for the leisure sector what they did for motoring – consolidating, improving service levels and investing in the brand.

prego* was charged with carving out a place in the market for and developing all aspects of the new Discover brand.

Audience Insight

prego* undertook extensive customer research to find out what ‘leisure’ and ‘discovering’ meant to different consumers. We identified two main types: the ‘carefree explorer’ who wants to go higher, faster, dirtier, and more remote. Then there was the ‘careful explorer’, for whom exploration is definitely more serene and is more likely to involve a gentle cycle down the towpath or ramble to a country pub than climbing a mountain.

Based on this insight, we developed a proposition that appealed to this latter group of ‘Guided Freedom’ which enabled us to address both the emotional and rational requirements of our audience.

The Big Idea

In this instance, the big idea meant conveying the brand essence at every touchpoint. A strapline, ‘Great stuff for the great outdoors’ was developed, along with a marque that implied getting away from it all.

We also looked at all aspects of communication in the retail environment including signage, store wayfinding, staff strips, instore films and tone of voice. Finally, we implemented the brand consistently across external communications – including press and direct mail.

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