DIRECT NEWS: Craik Jones staggers unveiling of Rover 75

Craik Jones Watson Mitchell Voelkel has unveiled the first wave of its campaign to launch the Rover 75 on to the market in March 1999.

Craik Jones Watson Mitchell Voelkel has unveiled the first wave of

its campaign to launch the Rover 75 on to the market in March 1999.



The international campaign, covering the UK, Ireland, Germany, France,

Netherlands, Japan, Belgium and Portugal, will be spread over the next

six months and involves an initial launch pack, followed by consumer

press inserts and, finally, invitations for a test drive.



The launch pack tells a story of one man’s vision - the designer,

Richard Woolley - and his dedication in creating a breathtaking new car

from ’a clean sheet of paper’. The work, which will go out to past and

present Rover owners, contains a series of photographs of the new car

accompanied by quotes from Woolley. ’We knew what we wanted to do,’ he

explains. ’And when it happened, there was a surge of energy - like a

dam bursting.’



On the inside back cover of the pack, a brief biography of Woolley

reads: ’As a boy in South Wales, Richard Woolley remembers watching a

neighbour driving off in his Rover 3-litre each morning - and vowing

that he too would have a car like that one day.’



The mail pack was written by Pamela Craik and art directed by Chris

Jones.



The forthcoming inserts have been written by Simon Kershaw and art

directed by Philip Keevill.



Lisa Thomas, Rover’s account handler at Craik Jones, said: ’This is one

of Rover’s most important launches. It was important to develop a

strategy of ’controlled doses’ of information in order to keep up the

level of excitement and anticipation until the actual launch next

March.



’The creative concept tackles this by giving customers an intimate

insider’s view of the car without ever giving the whole game away - each

stage always leaves people hungry to find out more.’



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).