Mini celebrates 40 years on the road with Life PR

Rover Group has appointed Life PR to promote the Mini as the classic car celebrates its 40th birthday next year and prepares for a relaunch in 2000.

Rover Group has appointed Life PR to promote the Mini as the

classic car celebrates its 40th birthday next year and prepares for a

relaunch in 2000.



The 14-month account was awarded shortly before Christmas, after pitches

by four agencies, and work starts this month. Rover’s budget for the

programme is believed to be about pounds 500,000.



The Mini’s PR was previously handled in-house. Last week, Rover

appointed Harrison Cowley to provide PR support for Rover and Land-Rover

dealers in the UK - a function traditionally kept in-house (PR Week, 9

Jan).



’We have no further (PR) plans at the moment. But it is a case of watch

this space,’ said Rover’s UK press relations manager, Nick Argent.



Life PR will focus on the Mini’s cult status, promoting it in design and

lifestyle magazines and working on projects which include a national

design competition headlined by fashion designer Paul Smith, who will

create his own ’art car’.



Life PR managing director Graham Goodkind said the campaign will be

aimed beyond the traditional car media at high-profile upmarket women’s

magazines, design and art publications.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.