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
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.’