Magazine article Marketing

Vauxhall Plans Ad Push to Build on Football Ties

Magazine article Marketing

Vauxhall Plans Ad Push to Build on Football Ties

Article excerpt

Vauxhall is plotting a brand campaign to tie in with its estimated pounds 25m sponsorship of the home nations international football teams, as it looks to develop a greater emotional connection with consumers.

Last week the General Motors-owned marque announced it is to sponsor the England, Wales, Scotland, and Northern Ireland football teams as part of a long-term push to become the UK's number-one car brand. The tie-ups follow an overhaul of the Vauxhall brand's management team over the past 12 months. Changes have included the appointment of managing director Duncan Aldred and marketing director Peter Hope.

According to Hope, Vauxhall will use the football sponsorships to promote its credentials as an 'aspirational British brand' and transform itself from a 'follower brand' into one 'loved' by car buyers.

The brand is developing a 'big marketing idea' to form a TV ad campaign that will launch later this year.

'Nobody does a big sponsorship like this without having an ambition for a big brand campaign,' said Hope. 'We all see that ultimate TV ad that sits up there with the Nike and Adidas campaigns; the ones that make the hairs on the back of the neck stand up. It's difficult to do that with car ads, which are usually very formulaic, but this sponsorship adds something different.'

With footballing organisations increasingly turning their attention to youth football, Vauxhall will also launch a series of social-media promotions intended to raise its profile among future drivers.

The sponsorship is being rolled out at a time when the new management has stated its ambition to transform Vauxhall into a market leader. …

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