The push will focus on notable aspects of the marque's heritage, such as the fact that it has always been based in the Japanese city of Hiroshima.
The campaign, by JWT, is a departure for Mazda, which has previously promoted individual models in its ads.
However, with no major additions to its range to be made until 2011, the company has opted for a brand-led push.
The carmaker is also set to launch its own "scrappage-style" sales promotion, according to Mazda UK sales and marketing director Mark Cameron, to avert a dip in sales once the government's incentive programme ends this month.
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