John Grose is a well-established and respected car dealership group operating in East Anglia, with locations in Ipswich and surrounding areas. Renowned for its long-standing partnership with Ford, John Grose has built a loyal customer base by offering reliable service, a broad selection of vehicles, and a commitment to exceptional aftercare. In recent years, the dealership has expanded its offering to include new electric vehicle (EV) brands such as OMODA and JAECOO, reflecting its ambition to stay at the forefront of the automotive industry and meet the evolving needs of modern drivers.
Whether customers are looking for a trusted Ford service centre, a family SUV, or the latest electric technology, John Grose positions itself as a one-stop solution backed by decades of expertise.
About the Campaign
In December 2023, John Grose began sponsoring the Traffic & Travel bulletins on Greatest Hits Radio Ipswich & Suffolk. These updates run during two of the station’s most listened-to dayparts – Breakfast (6am to 10am) and Drivetime (4pm to 7pm) – ensuring the brand is heard when listeners are most engaged with local updates and planning their daily journeys.
As a car dealership, aligning with Traffic & Travel provides a natural synergy. Each update is accompanied by a 10-word branded tagline tailored to highlight key messages, from seasonal promotions and new model arrivals to events at the dealership. These short, consistent messages reinforce brand recall and create regular touchpoints with the local community.
John Grose originally approached Bauer Media looking for a strategic solution that would help cement their reputation as the go-to Ford dealership in the area. By partnering with Greatest Hits Radio Ipswich & Suffolk, they were able to leverage the station’s trusted local voice and loyal listener base to enhance their visibility and credibility.
Over time, the partnership has grown beyond simple name recognition. John Grose has used the sponsorship as a platform to promote exciting developments, such as the introduction of new vehicle ranges, EV launches, and exclusive customer events. With additional audio assets, the dealership has extended its messaging further, creating a well-rounded campaign that combines brand awareness with timely promotions.
Client Testimonial
“We’ve sponsored Traffic and Travel now for almost 2 years with Greatest Hits Radio. It gives us the opportunity to reach our local community on a daily basis, as well as giving us the ability to grow this further with adverts for our new models, special offers and events, and the team are always on hand to help and guide us to get the most out of our investment.”
Sarah Frost, Marketing Manager, John Grose Group
Success Measures
The campaign’s success is measured not just by visibility, but by its ability to keep the dealership top of mind in a competitive market. Key achievements include:
- Enhanced brand awareness: Repetition during high-listenership time slots has kept the John Grose name front and centre across the Suffolk region.
- Increased engagement with promotions: The sponsorship has supported key calendar moments and sales initiatives, helping to drive footfall and web traffic.
- Community connection: By being part of daily routines through Traffic & Travel, the dealership maintains a strong local presence and builds trust with potential customers.
- Flexibility to scale messaging: As needs change, the team at Bauer works closely with John Grose to adapt the creative, making the most of each on-air opportunity.
Summary
The John Grose sponsorship of Traffic & Travel on Greatest Hits Radio Ipswich & Suffolk is a powerful example of how local advertising, when matched with the right content and timing, can deliver consistent brand results. By tapping into moments of high engagement and aligning their brand with essential local updates, John Grose has strengthened its position in the market, grown awareness of its evolving product offering, and deepened its connection with the Suffolk community.
The campaign continues to evolve with the dealership, proving that audio sponsorships are not only effective – they’re essential for local brands looking to grow in a smart, strategic way.