Hyundai has appointed Ptarmigan Consultants to handle the PR push. This will include taking ‘up to three’ men’s magazine journalists to Madrid to drive a Hyundai to England’s pre-tournament friendly with Portugal in the Algarve in February, according to senior consultant Cat Saycell.
Other elements of the £80,000 campaign will include media partnerships, road-shows and PR activity at the 120 Hyundai dealerships in England, according to Saycell.
Travel page features on topics such as ‘where to shop en route to Portugal’ or ‘Portugese phrases for “I’ve blown up my tyre”’ are also planned in a bid to boost Hyundai’s coverage in the non-motoring press.
Saycell leads a four-strong team reporting to Hyundai PR manager Penny Szczepaniak, who said the account was won without a competitive pitch following Ptarmigan’s consumer PR campaign promoting Hyundai’s Getz marque earlier this year.
Ptarmigan will also promote the tour of a giant football, which Hyundai has dubbed a ‘Goodwill Ball’, which will be taken on a nationwide tour to collect fans’ good-luck messages.
Hyundai has produced 16 Goodwill Balls, one for each of the countries taking part in the tournament.
Hyundai is one of eight ‘official partners’ of Euro 2004, which will be staged in Portugal from 12 June to 4 July next year.