Magazine article Marketing

Fiat Chooses Its Options for UK Push

Magazine article Marketing

Fiat Chooses Its Options for UK Push

Article excerpt


Fiat chooses its options for UK push

Fiat is gearing up for its biggest push yet into the UK fleet car market with a concerted through-the-line campaign.

The Italian car maker has briefed its new sales promotion agency, Option One, to provide heavily co-ordinated support for an upcoming press campaign focusing on its latest launch, the Fiat Tempra.

The car, unveiled shortly before last year's September Motor Show, is Fiat's most obvious contender for a larger slice of the lucrative UK business car market. Full-page ads in the trade press will carry redeemable vouchers offering free accessories on new Tempras. The vouchers can be traded in at Fiat's 330 dealers around the country.

The campaign will roll out at the beginning of March and will coincide with the annual UK Fleet Show on March 24. Option One's work will be followed by a direct marketing campaign and is to be "stylistically consistent" with ad agency Yellowhammer's launch campaign for the Tempra.

Advertising and promotions controller Neil Storer says the company will be concentrating more on its dealer network than on national campaigns -- which he attributes to increasing media costs. …

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