Case Studies (Jeep)

Background
Jeep, a division of Daimler Chrysler, has introduced a number of new models (Commander, Patriot and Compass), and re-introduced some brand icons (Cherokee and Wrangler) over the past three years.

Program Detail
Jeep continued a three-year run with Life Time Fitness Media using a truly integrated media program. The media platforms include Experience Life magazine, in-club television, signage and banners, in-club sponsorship of rock climbing walls, event sponsorship, online and one-on-one marketing.

Results
As a result of this strong media program, the Life Time Fitness audience indexes at an amazing 505 for Jeep purchases in model year 2006. Advertising is about driving sales, and Jeep’s Life Time Fitness 2006 program generated more than $120,000,000 in Jeep purchases.

Source: 2006 Model Year Equifax Marketshare Automotive Research Study