Proton Cars (UK) Ltd will be increasing its brand and product awareness activity with an integrated marketing campaign including television, outdoor poster sites and regional press in February 2006. This campaign is part of Proton’s 2006 strategy to promote its first five door city car the Savvy and the successful five door hatchback, GEN-2.
Proton UK’s first ever television campaign will be key to the marketing strategy and will be launched on all ITV Channels, initially in February and then throughout the rest of the year.
Simon Park, General Sales and Marketing Manager commented, “At Proton we are pleased with the sales performance of the GEN-2 in 2005, and feel extremely excited about the new models that we will be launching in 2006. The advertising campaign aims to increase awareness of Proton and focus on influencing brand perceptions in the UK to a new audience, as well as increasing sales across the Proton range. The campaign will also be instrumental in launching the Savvy to the UK.”
Four agencies are in the process of pitching for the new creative direction, with media planning being undertaken by The Coltman Media Company.
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