Van Communications awarded consumer PR campaign for Spanish car brand Seat

Spanish car brand Seat has handed its consumer PR account to Van Communications without a competitive pitch.

Van Communications awarded brief: Seat
Van Communications awarded brief: Seat

Van has been charged with building awareness, engagement and loyalty among 18- to 44-year-olds in the market for a new car.

The agency will be focusing much of its efforts on promoting the new Seat Leon Cupra R model.

PR activity will focus on news creation, stunts, promotions and social media.

Part of the brand’s new campaign will include a reality show, called Seat Sex Drive, made in conjunction with Fifth Gear, which will see boys and girls compete in a series of driving challenges.

The show will be presented by Fifth Gear’s Vicki Butler-Henderson and Jonny Smith. Reality TV star Jack Osborne and Big Brother presenter Emma Willis will also be involved.

Other campaign activity will include sponsorship of Reading and Leeds Festivals, where Seat is offering festival goers the chance to take part in a ‘human car wash’.

The account will be headed up by Van co-founder Mark Cooper. Seat’s automotive and corporate PR will continue to be handled by its in-house team.

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