Central European car maker Skoda, now part of the Volkswagen Group,
has hired Propeller Direction to build the car’s brand in the UK.
Fees take a majority of the pounds 200,000 budget account, which was won
following a two-way pitch.
The PR brief is a brand-building consumer campaign to target the general
media, including women’s magazines and the feature and style pages of
the national press.
The agency’s task is to dispel long held scepticism surrounding the
car’s quality and publicise recent expert opinion which has praised
Since Volkswagen bought a controlling stake in the company in 1991 it
has invested billions of pounds into improving all aspects of the
manufacturing, design, and quality of the car. Resulting sales of the
car have rocketed from 8,186 in 1991 to 22,065 in 1998.
’We want more people to consider purchasing the brand and we want to
remove this poor image the brand still has with many people,’ said Skoda
UK PR manager Eilish O’Shea.
Skoda was recently ranked number one in the 1998 BBC Top Gear/JD Power
survey for customer satisfaction. Its two current models are the Skoda
Octavia and the Skoda Felicia.
Skoda’s PR was previously handled in house.