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
’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.