Vauxhall is ploughing pounds 175,000 into a PR drive to maximise
its sponsorship of the France 98 World Cup.
Last week the GM-owned car manufacturer signed up Ptarmigan Consultants
after the agency pitched against Hill and Knowlton, Charles Barker, CSS
Promotions and Media Matters for the account.
Vauxhall has allocated a budget of pounds 100,000 for the first year in
a bid to get coverage in the print and broadcast media. There will be an
additional spend of pounds 75,000 for the months leading up to the
finals in June 1998 to cover corporate hospitality costs.
Agency managing director Gordon Forbes said the agency will target the
motoring press and start taking journalists to qualifying matches in the
next nine months.
It is also aiming to get a lifestyle angle in the feature pages of the
national press by linking the family qualities of football with Vauxhall
The campaign is UK-based although Ptarmigan will take journalists