A Mini adventure for UK automotive specialist PR agency PFPR

Mini has taken the unusual decision to hire a UK-based agency to handle its US media relations for a 50th anniversary campaign.

Iconic: PFPR to promote the Mini
Iconic: PFPR to promote the Mini

The iconic car marque has turned to Kent-based automotive specialist PFPR following a three-way shoot-out. The pitch took place at Mini's headquarters in New Jersey and PFPR was the only UK-based agency to take part.

PFPR has been asked to support the introduction of new Mini models in America, to sustain US media interest in the existing Mini USA range and to help manage communications of the company's trials of the Mini E electric vehicle.

The move comes as Mini embarks on an aggressive expansion plan that aims to raise sales by a double-digit percentage by 2011, and to expand its 83-strong American dealer network to 100 outlets in the next 18 months.

The PFPR team will be led by senior consultant Peter Rawlinson in the UK and will report to Nathalie Bauters, Mini USA corporate comms manager.

Nineteen-strong PFPR has worked with American car manufacturer Chrysler International in the past. Current clients include Mazda UK, Kia Motors Europe, Hyundai Motors Europe and Castrol.

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