Magazine article Marketing

Rover and Posthouse Team Up

Magazine article Marketing

Rover and Posthouse Team Up

Article excerpt

Rover Group, the car company that is in the process of slashing 'wasteful' adspend following its sale by BMW, is turning to promotional activity as a more cost-effective way of building awareness and selling cars.

Rover is joining forces with Posthouse Hotels for a three-month period of promotional activity. The two companies have hired agency Clarke Hooper Momentum to handle the [pound]1.5m account.

The 'Check in and Win' summer promotion begins on June 19 and involves a series of national prize draws for Posthouse customers, with the prize of a Rover 75 every week until early September.

John Towers, chairman of Rover Group, said: "The promotion with Posthouse is a superb opportunity. Posthouse was recently acclaimed as the best mid-market business hotel group and we are having exceptional success with the Rover 75."

Last week Rover's new chief executive, Kevin Howe, vowed to slash the company's advertising spend following the recent much-publicised takeover of the group by Phoenix. …

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