Summary
Town & Country Cars was recognized as a Digital Advertising Champion by the Internet Advertising Bureau after a multi-channel campaign for its “Big Better SUV” event boosted footfall, enquiries and sales at its Surrey showroom. Representatives attended the IAB’s Parliamentary Reception in Westminster, hosted by Dame Caroline Dinenage MP, where the company’s case study was highlighted and added to the IAB’s Showcase Report.
Campaign overview
- Partner: Reach Solutions
- Channels: digital display (including homepage takeovers), social media, Reach’s InYourArea platform, and print
- Creative: full-page ad in the Surrey Advertiser; social carousel targeted at residents aged 30+ on Facebook and Instagram
- Goal: drive showroom visits and enquiries for both new and used Suzuki models during a defined event window
Key outcomes
- Sales rank: second in the area for new Suzuki (23) and used (14) sales during the event period
- Social performance (single post): ~9.75% engagement rate, 866 actions (including clicks), reach of 88,807
- Post-event effects: ongoing enquiries and close rates approaching 50% (per dealership)
Why it stood out to the IAB
- Clear, time-bound promotion aligned to local demographics
- Consistent creative across channels converting attention into dealership visits and sales conversations
- Blend of owned assets and publisher placements demonstrating targeted, multi-channel execution tied to commercial outcomes
Role of Reach Solutions
Publisher environments supported regional targeting via InYourArea and the Surrey Advertiser, while social media added precision and frequency among local intenders, balancing scale with specificity.
Implications for retailers
- Integrating digital and print can lift showroom traffic during time-limited events
- High-impact formats (homepage takeovers, full-page print) combined with demographic and hyperlocal targeting can reinforce awareness and drive action
What’s next
Founder and Managing Director Chris Tickner said the dealership plans to replicate the approach for future events, aiming to build on the results achieved.
