Lowes appointed to Vauxhall launch of new Zafira marque

Vauxhall is set to spend pounds 12 million on the launch of its latest multi-purpose vehicle, the Zafira, in the UK. It has asked its main agency of record here, Lowe Howard-Spink, to produce the campaign.

Vauxhall is set to spend pounds 12 million on the launch of its

latest multi-purpose vehicle, the Zafira, in the UK. It has asked its

main agency of record here, Lowe Howard-Spink, to produce the

campaign.



The appointment of Lowes without a pitch will be a fillip for the

agency, which has been perceived to be under pressure on the Vauxhall

account since it lost out on the pounds 30 million pan-European launch

of the new Astra model to Rainey Kelly Campbell Roalfe in late 1997.



The Zafira, which launches this spring, is in the Astra family. It has a

special seat-folding mechanism, which converts the car from a

seven-seater to a two-seater without removing any seats. The advertising

is likely to focus on this feature.



The new marque joins a range of family models which already includes the

Astra, Vectra and Omega estates and the Sintra people carrier.



Paul Hammersley, the managing director of Lowes, said: ’This is a very

exciting car which offers the opportunity for some very distinctive

advertising. Consumer reactions to the early work is extremely positive

and we are gearing up for a high-profile launch.’



The Zafira launch advertising will follow a relaunch campaign for

Vauxhall’s new Vectra, also through Lowes, which has yet to break.



Last July, Lowes reasserted itself on the General Motors-owned company’s

roster by securing the pan-European launch of the Frontera following a

competitive development process against its Interpublic Group sister

network, McCann-Erickson (Campaign, 17 July, 1998). McCanns handles

Vauxhall across continental Europe, where it is known as Opel.



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