LIDA begins first DM initiative to promote Rover's individuality

LIDA, M&C Saatchi's direct marketing agency, is launching its first

DM campaign for the MG Rover Group.



LIDA, which was appointed last year, has developed direct mail for the

Rover 25, 45 and 75 models. The campaign launches with direct mail for

the Rover 75 with work for the 25 and 45 to follow. Direct mail is

backed by inserts in national and specialist press.



The main objective of the campaign is to persuade drivers to visit Rover

dealerships while it gathers data for future campaigns.



Paul Stroud, the brand strategy communications director of MG Rover,

said: 'We are continually surprised by LIDA's ability to create

communications that convey Rover's brand proposition of original

thinking.'



The direct mail was created by three teams at LIDA. The Rover 75

campaign was art directed by David Harris and Peter West was copywriter.

The Rover 45 work was art directed by Ali Peaty and written by Nicky

Bullard and the Rover 25 campaign was art directed by Dean Jones, with

Andy Green as copywriter.



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