The reveal of the all-new, ultra-premium ’22 Wagoneer and Grand Wagoneer was unique in that, due to last minute restrictions, a scheduled live event was forced to become virtual. The full-size sport utility was the rebirth of the iconic Wagoneer name, and begged to be seen and touched in person for attendees to get a true feel for its proportions, styling and luxury appointments. But, as we’ve often been reminded of, it’s important to be ready with a viable Plan B if and when Plan A gets scrapped.
Our challenge was to design and produce a media kit – in this case a site – that reflected the vehicle’s lineage, clearly illuminated its attributes and competitive advantages, and created enough interest that media would garner favorable first impressions prior to future in-person drive opportunities.
Access to the site was emailed to media immediately after the on-line reveal. We used high-contrast photography on the site, coupled with dark backgrounds and elegant typography to reflect the vehicle’s premium status. Product data, release material, downloadable photos and video were available to media recipients.