The company has appointed ad agency TBWA/GGT to develop an online campaign for the model. It has also teamed up with Yahoo! UK & Ireland to screen a 30-second TV ad on the portal's home page.
New content on Vauxhall's Astra web site (www.vauxhall.co.uk/astra) and online ads will also back a TV and press campaign developed by ad agency Delaney Lund Knox Warren.
The campaign, called 'Enjoy the Ride', uses the analogy of a roller coaster to communicate the experience of owning and driving the GSi model.
Online ads, booked and planned by Initiative Media, will use roller coaster-themed road signs to direct users to a new area on the Vauxhall site.
The Yahoo! deal marks the first time streaming video technology has been used on Yahoo.co.uk. Initiative Media secured the web broadcast, which ran yesterday (Tuesday). The ad had a response form to gain direct feedback from users, which will also be included in Yahoo!'s news group email. The deal includes one million banner ads on other areas of Yahoo.co.uk.
Andrew Cullis, Astra's brand manager, said: "With our Astra ad showing on TV and the reach of broadband in the UK now at the one million mark, the timing for the Yahoo! work is ideal."
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