How do you market cars, dealerships and travel brands to buyers at the point of intent?
By putting your brand in front of people the moment they research a purchase or a journey. We plan and buy media for automotive retailers and travel brands, from paid search for a BMW and MINI dealership to wider mobility campaigns, matching each channel and message to how buyers actually make decisions.
Who this is for
Marketing teams at automotive retailers and dealership groups, mobility providers and travel brands. If your buyers research online before they commit, and your marketing has to prove it drives enquiries and sales, this is our territory.
Why Route
Because a car or a trip is a considered purchase. We plan for long research journeys, target by catchment and intent and hold each channel to what it can actually influence, from first awareness through to a booked test drive or reservation.
Our experience in transport and mobility
For Berry BMW & MINI we ran postcode-level paid search across five London catchments, promoting the BMW X5 flagship SUV and a service pack to buyers actively searching in Chiswick, Croydon, Cobham, Thames Ditton and Heathrow.
The experience runs deeper than a single account. Our director Ben Dascombe brings more than twenty years of media planning and buying across global brands including BMW, MINI and British Airways, so we understand how automotive and travel audiences move from consideration to purchase.
If your focus is passenger and public transit rather than private mobility, our bus operator and combined authority work sits on our public transportation page.
Related work
Berry BMW and MINI - dealership paid search
Geo-targeted paid search planned around each dealership's own catchment, across six BMW and MINI retailers.
Read the case study
Berry BYD Thames Ditton - retailer launch
A model-by-model paid search launch for a brand-new electric vehicle retailer, carried into the plan for 2026.
Read the case study
Snows BMW and MINI - paid search
BMW and MINI servicing and accessories search on Google and Microsoft Bing, live within days of the brief.
Read the case study
Vines of Guildford, Gatwick and Redhill - addressable TV
Sky AdSmart addressable TV paired with paid social, so the same households heard that the showrooms were open.
Read the case study
Group 1 Automotive - MINI Countryman launch
Postcode-precision Facebook targeting around nine dealerships to launch the new MINI Countryman over Christmas 2020.
Read the case study
Public transport work
Eight years of bus operator and combined authority campaigns for First Bus and LeedsCity Bus, from passenger growth to driver recruitment.
See public transport workCommon questions
Do you only run paid search for automotive clients?
No. Paid search suits high-intent buyers who are already researching, but we plan across the full mix, from digital display and paid social for awareness to search for capture, choosing the channels that fit the length of a considered purchase journey.
Can you target specific dealership catchments?
Yes. We target by postcode and radius so spend concentrates on the areas a dealership can realistically serve, as we did across five London catchments for Berry BMW and MINI.
What is the difference between your transport and public transportation pages?
This page covers automotive, mobility and travel brands marketing to individual buyers. Public transportation covers bus operators and transit authorities growing patronage and recruiting drivers. The two audiences and channel mixes are quite different.
How do you measure success for a travel or automotive campaign?
We agree on the measures that matter before we start, whether that is enquiries, test drives, bookings or cost per lead, and report against them so you can see what each channel contributed.
Marketing a car, dealership or travel brand?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief for the quickest response.