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CMW conducted an initial round of email and direct mail activity to secure interest and add to a pool of prospects, who will receive an invitation to attend a VIP test drive event at a country hotel.

The personalised invitation is presented on luxurious card, sealed within tissue paper and directs recipients to a website to register for one of the 1,000 places available at one of five venues around the UK.

The pack also contains a mini brochure with details of the 308 CC and the event venues.

At each event participants will be able to test drive the car and enjoy a complimentary three-course lunch in the hotel's restaurant.

CMW will follow-up the invitations with an email to encourage people to respond.

Each of the 1,000 VIP attendees will receive a goody bag containing a thank-you letter, a discount voucher for "hand picked" hotels and a coffee table book, produced and art directed by CMW.

The 32-page book combines the themes of fashion and cars through a range of photographs highlighting key features of the 308 CC and echoing them in accompanying fashion images.

For example, the 308 CC's airwave heating system which diffuses warm air around the passenger's necks is echoed in the image of a female model wearing a stylishly draped scarf.

All campaign material is themed in black and white reflecting the 100 limited edition GT100 models which have been produced, 50 in black and 50 in white.

Claire Wright, CMW client services director, said: "It was essential that we secured interest from a highly targeted, discerning audience which demands the levels of luxury and performance that the 308 CC offers.

"This sort of audience requires a premium approach, and this is reflected in the exclusive design and nature of the campaign collateral which we have produced."

Helen Main, direct marketing manager at Peugeot, said: "CMW has worked with us on a range of important launches.

"They understand the Peugeot DNA through and through and have successfully reflected the prestigious nature of the 308 CC in their creative approach and delivery."