Vauxhall takes designer appeal to lifestyle media

Vauxhall Motors has used its association with fashion designer Giles Deacon to attract the attention of lifestyle media for the July launch of its Tigra two-seat convertible coupé.

Deacon, a member of Vauxhall’s young talent sponsorship initiative VX Collective, has designed a range of limited edition accessories for the hard-top convertible, and fitted several show models with fabrics from his latest fashion collection that was sponsored by Vauxhall.

Vauxhall communications director Collette Dunkley said the tie-up, as well as further celebrity endorsements, would take Tigra’s appeal beyond specialist motoring and product press to include lifestyle and consumer media.

Dunkley said the car has benefited from the regular consultation Vauxhall has with the six members of the VX Collective it formed this year, enabling it to position the brand as championing innovative design.

‘We want to support the best of British in areas that are central to our brand – innovative design, style, and driving excitement,’ said Dunkley. The collective has a revolving membership that has included a DJ, product designer, artist, skateboarder and racing car driver.

Separately, the General Motors-owned manufacturer has promoted Andrew Cullis to manager of product communications and appointed Auto Express executive editor Tom Barnard as product media manager.

The product communications team of six, led by Cullis, takes responsibility for media relations with the UK’s 600 motoring journalists, said Dunkley.

Cullis replaces Stuart Harris, who will take on a role at Vauxhall outside its comms department.

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