Chevrolet looks to PR to build brand in UK

Chevrolet is to combine PR and an “unconventional” marketing approach to raise the profile of the US car brand in the UK.

/n/t/o/ChevroletOld.jpg

The US car manufacturer is launching four models in the UK this year and plans to use PR stunts, social media and event marketing to reach consumers.

Chevrolet is the first brand to adopt in-game advertising on the Microsoft Xbox Kinect console with a campaign that promotes its forthcoming electric car Volt.

Chevrolet says that while it is the fourth biggest car brand in the world and a household name in the US, in Europe it is relatively unknown and has only 1-2% consideration and 5% awareness.

Wayne D Brannon, Chevrolet Europe president and managing director says that the US car brand’s challenge in the UK is to build the brand’s awareness quickly while keeping costs down.

“Our biggest challenge is to look for non conventional ways to tell our story. It takes years through conventional media to build your brand,” he says.

For more on Chevrolet, see this week’s Marketing Week print edition for a double profile on Chevrolet UK managing director Mark Terry and Wayne D Brannon, president and managing director of Chevrolet Europe.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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