McLaren Automotive – Launch

Project

Launch McLaren Automotive, a brand new high-performance sports car manufacturer, in the Middle East

Challenge

Associated strongly with motorsport, which does not have a major following in the region, McLaren was relatively unknown. This made launching the new car company even more of a challenge.

McLaren Automotive also had no production cars or dealers to work with in the build-up to revealing first images of the debut model, the MP4-12C

Solution

We proposed a regional tour of key markets by McLaren Automotives regional director, in which he met local and pan-Arab media face to face, communicating the company’s key messages and objectives

At the same time, PPR worked with target motoring and lifestyle titles to build relationships on an individual basis, while issuing Middle East-specific press releases and liaising closely with motoring media on the MP4-12C image reveal

Results

Extensive coverage across the region. Highlights included an exclusive interview with Al Arabiya TV and ten magazinze front covers.

Ian Gorsuch, McLaren’s regional director, was subsequently named by Car Middle East as 2009’s most important person in the Middle East automotive industry.