We’ve been hired by Motability…
Government scheme Motability has hired Geronimo to create its first national drive, as it seeks to build awareness of the financial assistance it gives to disabled people wanting to gain access to a motor vehicle.The campaign, comprising direct-response press, outdoor, radio and online advertising, as well as dealership programmes, is scheduled to begin in April. We’ll also be handling an online search project for the scheme. The direct marketing activity will complement Motability’s existing customer magazine, Lifestyle. Published by The Big Agency, the title is distributed to members each quarter. Set up in 1977, Motability is now responsible for the purchase of 5% of all cars, scooters and powered wheelchairs in the UK through its partner network of nearly 4000 dealers. As well as raising finance to provide aid for members, the scheme administers the Government Specialised Vehicle Fund for drivers and passengers who need to travel with their wheelchairs. According to Motability, only about 450,000 out of a potential 1.8m homes are registered for the scheme in the UK. The charity estimates that 2m households will be eligible for the scheme by 2010, and is keen to increase its membership. Thirty three car manufacturers are currently signed up to the Motability scheme, the most recent to join being Mini late last year and Audi earlier this month. There are now more than 4000 car models available through the initiative.