Virgin picks Roose for £2m discount car site

Virgin has appointed Roose & Partners and Manning Gottlieb Media to handle the £2m advertising launch of its new discount car site Virgincars.

Virgin has appointed Roose & Partners and Manning Gottlieb Media to handle the £2m advertising launch of its new discount car site Virgincars.com.

The service will offer customers cars at European prices and should be operational by the middle of February.

The cars will be imported directly from Europe, and the marketing is expected to emphasise how much more UK consumers pay than their Continental counterparts.

The agency appointments follow Virgin’s decision to hire the former Ammirati Puris Lintas advertising executive Paul McWhinnie as marketing director of the new venture.

Although MGM already buys media for the majority of Virgin’s brands, Roose & Partners is not on Virgin’s usual roster of agencies.

The problem is that Virgin’s other creative agencies already handle advertising for car manufacturers, such as Ford and Nissan, who would be opposed to Virgin’s latest venture.

The industry has been facing a backlash from consumers over car price fixing and is under pressure from the Consumers Association to harmonise UK prices with the rest of Europe.

Roose does handle Mitsubishi’s £8m advertising business in the UK. However, Mitsubishi has recently come forward and admitted its prices were not fair and has reduced prices on some of its cars.

A spokesperson for Virgincars.com confirmed that a creative agency had been appointed, but refused to give any other details.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here