Ptarmigan kicks off Vauxhall’s World Cup drive

Vauxhall is ploughing pounds 175,000 into a PR drive to maximise its sponsorship of the France 98 World Cup.

Vauxhall is ploughing pounds 175,000 into a PR drive to maximise

its sponsorship of the France 98 World Cup.



Last week the GM-owned car manufacturer signed up Ptarmigan Consultants

after the agency pitched against Hill and Knowlton, Charles Barker, CSS

Promotions and Media Matters for the account.



Vauxhall has allocated a budget of pounds 100,000 for the first year in

a bid to get coverage in the print and broadcast media. There will be an

additional spend of pounds 75,000 for the months leading up to the

finals in June 1998 to cover corporate hospitality costs.



Agency managing director Gordon Forbes said the agency will target the

motoring press and start taking journalists to qualifying matches in the

next nine months.



It is also aiming to get a lifestyle angle in the feature pages of the

national press by linking the family qualities of football with Vauxhall

cars.



The campaign is UK-based although Ptarmigan will take journalists

abroad.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.