Jaguar Land Rover InMotion digital marketing strategy

Agency: Mediablaze. Strategic and creative direction: Tom Dunmore

The challenge

Faced with existential challenges, Jaguar Land Rover created its own incubator for entrepreneurial talent, developing a suite of apps and services for a world beyond car ownership.

Our job was to create the digital strategy – from website design & build to content production and promotion – to position InMotion as the UK’s premier destination for mobility innovation.

The solution

If InMotion was to succeed as a start-up, it would have to behave like one by taking an test-and-learn approach to strategy and content production.

I led a team that helped to define a clear tone of voice and brand positioning, and designed an agile strategic framework that could adapt to fast-evolving business needs and emerging audience interests.

The results after 4 months

The UK’s most visited resource for mobility
Average article read time 3.27
Bounce rate  under 26%
Over 73% of visitors read more than two articles per visit

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