BAT Velo: Relaunching Velo in U.S.

Communication Framework & Connections Plan

After establishing the core idea for Velo, the challenge was to craft a launch plan that didn’t just announce the brand but connected deeply with consumers. I led the development of an extensive communications framework, designed to guide the launch with clarity and impact.

The framework began with identifying priority communication objectives across three phases - Desire, Enjoy, and Embrace - ensuring each phase aligned with the consumer’s journey. I overlaid this with a Jobs To Be Done (JTBD) lens to define the role of each sub-phase, creating a strategic map of what Velo needed to achieve at every touchpoint. From there, I mapped key messages and aligned them with most impactful reasons-to-believe (RTBs) in our arsenal, ensuring every communication resonated with the target audience.

Building on this, the Connections Plan detailed how Velo would show up across channels, defining the role of each leveraged touchpoint - from social to CRM to rewards to our integrated partnerships with McLaren. This plan culminated in a quarterly activation calendar with creative ideas, built in partnership with the creative team, providing a structured roadmap to execute across campaign, social, CRM, IPA, and strategic partnerships.

The result was a launch plan that was not only comprehensive and actionable but deeply rooted in how and where our audience shows up, ensuring Velo’s messaging and presence were consistent, impactful, and primed for long-term engagement.

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