Leith wins SEAT direct account
The Leith Agency has been appointed by SEAT UK – part of the Volkswagen Group - to develop an on-going strategy for the UK Fleet Market across its range of models.
The launch campaign for 2006 represents SEAT’s first venture into the sector. Recent industry statistics released by the Society of Manufacturers and Traders show that over 55 percent of all new car sales in the UK in 2005 were to the fleet and business sectors.
The integrated campaign will work across direct mail, trade press and online and will be supported by fleet specific events throughout the UK in 2006.
The activity will concentrate on developing long-term relationships with key decision makers within the fleet industry as well as encouraging company car drivers throughout the UK to consider the wide collection of benefits that the range of SEAT cars has to offer.
Andy Webb, head of fleet & business sales, said: “The fleet market represents a huge area of opportunity for SEAT. Across the range we now have a wide selection of models that offer drivers a more sporty and enjoyable drive than people have come to expect from their company car. SEAT cars are about giving drivers the edge and offering something that stands out from the crowd. Taking this philosophy and offering it to the fleet audience is something we are really excited about and are confident will have a big impact on the brand in the UK.”
Ian White, head of direct at Leith, added: “The chance to take an established brand into a new market isn’t something you get to do every day so it’s a very interesting brief for us all to work on. SEAT is a very sporty and edgy brand and this gives us some very interesting areas to explore to achieve standout in the fleet market, that will hopefully help drive sales across the range.”