Launched this week, the campaign will target existing and prospect customers, promoting the revamped VRS website.
The DM campaign is based around the headline "unveiling the new high performer in the motor industry" and was designed to mimic a new vehicle launch with a "tease and reveal" mechanic using a computer mouse under a sheet instead of a car.
When customers visit the they will be able to create their own profiles, view up-to-date stock lists and reserve vehicles online.
Helen Challinor, marketing manager at VRS, said: "The internet is an additional channel that dealers are increasingly using as a source of stock. Our website will make sourcing nearly new vehicles easier, allowing dealers to create a personal profile that gives them direct access to relevant stock each time they log on."
The integrated marketing campaign implemented also includes trade press and online advertising promoting the benefits of the site, raising visibility of the web address and providing direct links.
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