Case Study 1 – The VRC
Background
The Victoria Racing Club decided to introduce a Members' Reward
Package that was to include a Merchandising Program. They approached
Intandem.
Their brief was a complex one; it had to provide quality, exclusive
items reflecting the traditional image of the VRC, obviously
be related to the racing industry yet have broad appeal to
the diverse taste
of a 23,000 membership and be affordable.
Strategy & Execution
The Intandem team undertook an intense review
of the target market, and assessed all previous products
and campaigns and the results.
A strategy was developed using this data and a task force
developed and ran several creative development workshops.
The solution was to develop a selection of high quality
products that matched the target market, within an
affordable price
range and followed strict VRC
branding requirements. Subtle branding was a key component on quality
products made from
sterling silver and pure silk. Intandem partnered with Henry Bucks
to supply the ties, as that firm is synonymous with
exclusivity.
The final product range included:
- Henry Bucks, Italian made 100% Silk Tie
- Sterling Silver Cufflinks
made by a leading Australian Jeweler
- Silver Key ring
- Silver Bottle Opener
- Silver Business Card Holder
- Silver Champagne Stopper
Results
The VRC were extremely pleased with the positive response from
members. The Merchandise Program is now an established part
of the Members’ Reward
Package. |
Case
Study 1 