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Old 10-24-2007, 01:00 PM
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Arrow Renault launches new Laguna

Renault launches new Laguna

Renault is launching a major blitz in anticipation of the launch of the New Laguna hatchback next month.

The campaign marks the first time Renault has launched a promotional push in which online activity and direct mail are so closely linked.

The pack includes a USB stick that automatically launches directly onto the most up-to-date versions of the New Laguna microsites.

The two bespoke sites are for Renault's retail and fleet customers and prospects. They offer multiple video content about the original design and testing of the New Laguna, along with vox pops from fleet and retail customers who are invited to put the New Laguna through its paces, by test driving it at testing centre Millbrook.

The campaign, created by Publicis Dialog, incorporates the strapline "New Renault Laguna. You can never be too demanding" and is built around the message that Renault's latest model is one of the most reliable, well-built cars on the road.

In addition an online campaign will run on websites including Virgin, AOL, Autotrader, Whatcar?, Parkers and Fleet Directory, as well as eDM using Fleet News' e-data, followed by a takeover on the Yahoo! homepage.

Jeremy Neaves, brand director at Publicis Dialog, says/ "The product offering is unique and the campaign needed to reflect this. Although Renault has previously embraced the integrated approach in all of its marketing campaigns with us, this is the first time it has launched a campaign using media so intrinsically linked."

Source: [url=]Auto Trader UK[/url]
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