Vauxhall puts consumer and lifestyle PR out to pitch

Vauxhall Motors is reviewing its entire agency roster for all consumer and lifestyle PR.

New direction: Vauxhall to promote cars such as the Agila
New direction: Vauxhall to promote cars such as the Agila

The General Motors company has issued two separate briefs to a long list of  agencies. It is understood they will be invited to pitch for the accounts in early April.

The consumer review comes as contracts with three incumbent agencies finish, including accounts with Cow PR and the Idea Generation.

Vauxhall has invited five new agencies to pitch for the two briefs, as well as the three incumbents. Wendy Towler, manager of consumer comms, said it was possible that one agency would be appointed to work across both briefs.

‘The briefs focus around the lifestyle press and placing Vauxhall within the consumer pages and consumer magazines. "We’ve done our homework and drawn up a shortlist,’ said Towler.

Vauxhall, along with most other car manufacturers, handles all motoring and corporate PR in-house. However, the auto firm has traditionally used agencies for all consumer activity.

Vauxhall also uses Automotive PR for fleet, commercial vehicle, used-car retail operation Network Q and aftersales business.

However, it is not thought that this account is up for review.

In 2008, Cow was appointed to promote two Vauxhall launches in the consumer press, including the Insignia mid-sized saloon, while the Idea Generation’s brief was to champion Vauxhall’s design credentials.

Vauxhall has used Jackie Cooper PR, Bell Pottinger and Resonate in the past.

In January, Vauxhall called in specialist sports consultancy Macesport to handle the PR around the firm’s new sponsorship of the Home Nations’ football teams.

To support the new Corsa ‘Street-style’ ads, Vauxhall has launched a Facebook campaign prompting fans to vote for their favourite artworks. Judges will then select a winner with the chosen artist in line to win a new Corsa.

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