Fiat to promote new family models with multimedia creative

Fiat's two new family models are to be launched with a multimedia event-based campaign in a bid to help the car giant shed its small-car image.

The bedrock of the promotion, created by Arc, will be the "Open door weekend", an event held by dealerships nationwide which features a host of activities designed to entice families into test-driving a new Fiat Ulysee or Stilo Multi Wagon.

Arc will send each dealership point-of-sale material and invitation mailings to send to prospective clients in the area. An additional 50,000 prospects around the country will be mailed.

The creative, based around a coat-hanger theme, emphasises that this is the first time Fiat has offered a full family range of models.

The launch will be supported by local press and radio ads, as well as an e-mail campaign and a ten-second TV execution.

The campaign's art director was Garry Munns and it was written by Aaron Martin.

Media was by MediaVest.

Suzanne Barnes, the Arc client services director, said: "The creative uses the visual metaphor of coat hangers of L, XL and XXL to represent each of the family models."