DIRECT NEWS: WWAV unveils press campaign for Laguna

By MICHELE MARTIN,, Friday, 29 May 1998 12:00AM

WWAV Rapp Collins has produced a press campaign to help relaunch the Renault Laguna.

WWAV Rapp Collins has produced a press campaign to help relaunch

the Renault Laguna.

The inserts and direct mail pieces go hand in hand with the

above-the-line push from Renault’s advertising agency, Publicis, which

comprises TV ads, press and poster work. The campaign - both above and

below the line - is based on the line: ’The new Laguna - it’s


The direct campaign for the car, which was launched in 1994, illustrates

the new engine and other features, such as standard ABS.

A mailer, which has gone out to 170,000 owners, is headed, ’Genetic

engineering’ and details the Renault Laguna’s improvements, saying:

’It’s a marvellous thing, evolution. That which works perfectly stays

the same. That which can be improved changes, taking the best

characteristics from all its antecedents. So it is with the new

Evolution Laguna.’

A gatefold insert has gone out to national magazines, including the

Radio Times. It is designed to identify company car drivers, inviting

them to send their business cards and other company details in order to

enter a prize draw with the chance of winning a test drive at Donington

Park race track - an entry mechanism which is included on the mailer.

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