Press, outdoor, radio, direct marketing and digital activity will roll out in early January. Volvo's UK head of marketing communications, Anita Fox, said the campaign is likely to run for the first six months of 2009.
The DRIVe range, to go on sale in January, will initially feature three cars with CO2 emissions below120g/km: the C30 SportsCoupe, S40 saloon and V50 Sportswagon.
The campaign will run alongside an ongoing through-the-line push for Volvo's XC60 SUV model, which promotes the Swedishness of the Ford-owned brand.
Following the US Senate's rejection of a $14bn bail-out package for the US car industry, Ford has announced it is considering a number of strategic options, including selling the Volvo brand.
Last week, the Swedish government announced a £2.3bn bail-out for domestic manufacturers Volvo and Saab, owned by General Motors, in an effort to prop up the brands' tumbling sales.
This article was first published on marketingmagazine.co.uk