Today Vauxhall Motors launches a new campaign that celebrates the award-winning Astra and its British roots.
‘True Brit’ references Ellesmere Port, home of the Vauxhall Astra Sports Tourer, where successive versions of the British-built car have been made for over 40 years.
The campaign creative, which represents a confident and striking new positioning for Vauxhall, will launch across digital, social, CRM, press, showroom point-of-sale and out-of-home.
Vauxhall will use the two televised International football friendlies on Saturday 2 June and Thursday 7 June to showcase the work.
The campaign embodies Vauxhall’s new ‘confidently British’ attitude, which will be exploited in all future communications. ‘True Brit’ also supports the brand’s values of:
- Ingenious – brilliant mobility
- Progressive – forward-thinking and innovative
- Approachable – authentic and simple
A stalwart on British roads, the multi award-winning Astra has been either owned or driven by one in four Brits. It was crowned European Car of the Year in 2016.
Stephen Norman, Group Managing Director, Vauxhall Motors and Opel Ireland said, “Over the course of the next few weeks and months, people will witness a distinct change in how we communicate. The Vauxhall Astra has been one of Britain’s best-selling and best-loved cars for almost four decades. Our campaign demonstrates our confident British attitude in an innovative and creative way. Vauxhall will become more distinctive and relevant to car-buyers up and down the UK.”