Honda picks Bottle PR ahead of Civic launch
By: John Owens, prweek.com, Friday, 01 June 2012
Honda has put Bottle PR in the driving seat to promote awareness of its latest version of the Civic.
The agency has been brought in for a three-month project brief around the launch of the ninth generation of the car in the UK.
It will work on securing coverage within the lifestyle press by reflecting Honda Civic messaging of ‘discovering the great unknown’. There will be a focus both on print and online.
Bottle CEO Claire Cairns said: ‘Honda is always innovating and we will reflect this in our PR strategy. We will be targeting lifestyle journalists with an incredibly creative challenge – so watch this space.’
The Bottle team was given the brief after working on another project for the company.
It will be led by associate director Victoria McGovern and report to Ellie Wright, PR comms executive at Honda UK.
In April PRWeek reported that the car giant was on the lookout for a social media agency to move away from its corporate online presence.
At the time, Tara Berry, social media and PR comms executive at Honda UK, said: ‘I want us to engage with our customers with the personality that stems from our advertising – the personality that makes Honda a fun, energetic and creative brand, not a corporate one.’