The Meriva has been promoted hitherto as a compact multi-purpose vehicle only in tandem with the more-popular Zafira model. This has principally been through the 'Little Dads' TV campaign, which ran from 2005.
However, the model has undergone a redesign to bring its appearance more in line with that of the latest versions of Vauxhall's Astra and Insignia. The Meriva now features rear-hinged doors at the back to help it target both families with young children and elderly consumers.
The pan-European ad campaign, by 180 Amsterdam, will focus on the appearance of the car doors when open and the 'gesture of embrace', attempting to evoke emotions such as love, security and joy.
Ads, which carry the strap-line 'Embrace life', will emphasise other design features, such as a big sun roof and dip in the passenger seat windows, intended to enable young children to see out more easily.
The campaign rolls out across Europe on 14 June, four days before the car's launch. A five-week TV burst will be supported by print, poster and digital activity, with a second phase going live in September. A UK-specific digital push will also go live next month.
The Meriva has historically sold less well than other models in the Vauxhall range, such as the Corsa, Astra, Insignia and Zafira. However, Vauxhall marketing director Andy Gilson is determined to bring about a significant increase in sales to place it on more level terms with the company's top-two sellers - the Corsa and Astra.
'This is our major launch of the year, so we will be looking to back Meriva to the same level we would support Astra or Corsa,' he said. He added that Vauxhall also hopes to steal potential buyers of the Renault Scenic, Citroën Xsara Picasso and Ford C-Max.
Separately, Vauxhall has appointed Ian Allen as brand manager for Ampera, its electric vehicle, which is due to launch in the UK in 2012.
Gilson said that he is looking to position Vauxhall as 'the place people come to, to be educated' about electric vehicle technology.
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