Daewoo hires Automotive for comeback campaign

Daewoo - the troubled carmaker that went bankrupt over two years ago - has hired external PR advisers as it launches its comeback communications campaign under new parent General Motors.

The former Korean-owned firm has appointed motoring specialist agency Automotive PR in a bid to win back customers and relaunch the brand under the new name GM Daewoo.

Automotive, which won the brief after a four-way pitch, will initially handle PR and community relations for GM Daewoo's 65-strong retail outlet network, followed by a consumer PR campaign at a national level later in the year.

The external hire comes as part of a 'reassurance' campaign led by Daewoo UK's in-house PR department.

GM Daewoo manager of public affairs Denis Chick said: 'There's a lot of equity in the Daewoo brand - it went through a year of tough times and there were a lot of existing owners who were concerned about the company going bust.

'We have had to go through an extensive reassurance campaign to make sure customers know we are still here.'

Automotive MD Martin Hayes will lead a two-leg PR programme, concentrating on promoting the retail outlets in their respective local areas, alongside a refocused media relations programme to target women and younger customers.

'We don't have a huge presence in women's media, and that's something we want to look at quite carefully,' added Chick.

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