AKQA secures Rover Group task to create global Websites series

The Rover Group has appointed AKQA to create a global Web presence for MG, Land Rover and Rover Cars, but has retained Ammirati Puris Lintas to manage its award-winning Mini site.

The Rover Group has appointed AKQA to create a global Web presence

for MG, Land Rover and Rover Cars, but has retained Ammirati Puris

Lintas to manage its award-winning Mini site.



Until now, the group’s new-media work has consisted of APL’s Mini site,

along with a Rover Group corporate site and a North American Land Rover

site, both of which were produced in-house.



AKQA will develop an international corporate site for Rover Group, as

well as a consumer site for Rover Cars, MG and Land Rover. The sites, to

be launched at the International Motor Show in October, will be

customer-focused to enable users to source details on cars. Each brand’s

site will be integrated with its global above-the-line campaign. A

global corporate site for Rover Group will also be created to promote

its British heritage.



Each international site will provide a link to a local site, enabling

users to request information on finance deals, prices and

dealerships.



Local sites will be tailored to each country and will be integrated with

local above-the-line work. Previously, only one subsidiary created its

own local site.



This year, AKQA created a UK Land Rover mini-site which was incorporated

into the Sky Sports site to promote the brand’s sponsorship of the

British Lions rugby team. It has also created a UK BMW site for the

Rover Group’s parent company.



William Eccleshare, the chief executive at Ammirati Puris Lintas, said:

’Rover has done the right thing by giving the brief to a specialist

agency. We are more interested in creating sites that are, like the

Mini, directly linked to brands and brand values.’



The Rover Group marketing director, Martin Runnacles, said: ’Success

will be dependent on globally relevant strategies across all media. The

appointment of AKQA will ensure that Rover’s global communications

objectives for all its brands are achieved.’



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