Propeller hired by Skoda to improve its image in the UK

Central European car maker Skoda, now part of the Volkswagen Group, has hired Propeller Direction to build the car’s brand in the UK.

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

Skoda.



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.



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