Proton Cars will try to increase brand and product awareness in the UK with an integrated marketing campaign including television, outdoor poster sites and regional press in February 2006.

The campaign is part of the Malaysian car maker's 2006 strategy to promote its first five door city car, the Savvy, and the rarely-seen five door hatchback called Gen-2, introduced earlier this year.

Proton UK's first ever television campaign will be a main part of the marketing strategy and will be launched on all ITV channels, initially in February and then throughout the rest of the year.

General sales and marketing manager Simon Park said:"The advertising campaign aims to increase awareness of Proton and focus on influencing brand perceptions in the UK to a new audience, as well as increasing sales across the… range. The campaign will also be instrumental in launching the Savvy to the UK."

Four agencies are pitching for the new business, with media planning being undertaken by a separate company.

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