The campaign, developed by integrated agency Geronimo, was designed to accompany the recent "different rituals, same spirit" television and press activity and will focus on both national and local direct mail initiatives.
It will also include online banner advertising on key automotive websites and the placing of dealer inserts and flyers in local press and regional dealerships.
Claire Fox, account director at Geronimo, said: "By talking directly to prospects in the marketplace we are looking to drive showroom traffic, fully supporting the launch of Seat's most critically acclaimed car."
The national direct mail activity, which launches this week, will target current Ibiza owners looking to upgrade, and will offer a free prize draw to win a luxury holiday to Ibiza to those customers who take up offers of test drives.
The local direct mail activity will include contact information of individual Seat dealerships being sent out to existing customers and prospects.
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