Nissan turns to Borkowski for six-figure Nissan Cube campaign

Nissan has entrusted Bor­kowski with the launch of the Nissan Cube car in January next year.

UK launch: Nissan Cube
UK launch: Nissan Cube

As well as focusing on the UK, the agency will also manage the European roll-out in France and Germany.

In addition, Borkowski will work with Nissan to expand the mainstream reach and app­eal of Nissan Sports.

Borkowski beat Freud Communications and The Red Consultancy to the six-figure brief.

Nissan’s director of comms Gabi Whitfield said: ‘This is a significant step for Nissan in the UK and the first time we have engaged an external PR agency on a major campaign.’

Whitfield added the work would have traditionally been given to Nissan’s advertising team, but the economic crisis has moved PR further up the integrated mix.

The Nissan Cube campaign will focus on the car’s quirky design, rather than its spec­ifications.

The agency has already started reaching out to top ­influencers to create word-of-mouth buzz, talking to long-lead magazines and taking the fleet of cars to various events.

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