Renault is supporting the launch of the New Laguna with an integrated campaign featuring promotions to encourage people to test drive the car.

The Pulse Group is leading on the direct marketing element of the campaign, which saw direct mail and emails sent out last month inviting people to book a test drive at one of the 240 dealerships.

Recipients of the invitations will receive a free gift experience when they take the test drive, which include sailing, wine-tasting and photography lessons. The incentive aims to tap into “the lust for new interests and adventures” of the core target audience of men over 45.

For all other people who test drive the car, there is a chance to enter the “Journey to the Four Corners” prize draw to win one of four luxury adventure holidays.

Winners can choose from Australia, Argentina, Russia and Malaysia, which are the main countries where the New Laguna underwent rigorous extreme environment tests.

Pulse is also responsible for all launch point-of-sale materials across the dealership network.

Julie Montgomery of Renault UK said: “Pulse has developed a great dealership campaign that not only promotes the key features of the New Laguna but entertains and excites the target audience by engaging with the areas of travel and adventure, which we know our customers have a passion for.”