A celebratory magazine for the Lotus brand
Service: Magazine | Advertising
Dialogue was approached by Lotus Cars to create a commemorative magazine for the marque’s 70th anniversary. The publication had to celebrate the heritage of the brand while also highlighting its innovative future plans.
It was important to strike a balance between the past and future. We needed to include historic articles that drew attention to the legacy and longevity of the brand while ensuring the content never seemed overly nostalgic for the past. Lotus is an exciting brand with a keen eye on the future, which was imperative to highlight in the publication.
The one-off nature of the publication, alongside a limited print run, also meant that advertisers had to be carefully selected to make the most of such a niche opportunity.
We created a unique and collectable souvenir magazine that represented the very best of Lotus’ past, present and future. This included commissioning a bespoke illustration for the cover, which Lotus loved so much they used it across their 70th anniversary marketing materials.
In addition, Dialogue’s advertising sales team were able to secure advertisers that were in sync with the Lotus brand, including jewellery companies, men’s fashion outlets and high-end property developers.
The publication was well-received by the team at Lotus and fans of the marque. It was shared across Lotus’ global dealership network and thousands of copies were sold at the official 70th anniversary event.