Gorkana Insight & Analysis Team
Volvo has brought in Shine Communications to help launch its Volvo V60, the world's first plug-in diesel hybrid.
The agency has been handed a two-month brief with activity including launching the car at last weekend's Goodwood Festival of Speed, with activity based around sustainable luxury.
The team will also work with relevant influencers and celebrities to drive awareness of the launch, as well as lifestyle media to trial the car.
Lawrence Collis, divisional MD at Shine will lead the account, and the team will report to Duncan Forrester, head of public affairs, events and sponsorship at Volvo.
Lawrence said: "This is a really interesting project for Shine, working with Volvo on its new ground-breaking vehicle, the Volvo V60 Plug-in Diesel Hybrid. Shine’s work with Volvo at Goodwood helped cement the eco-friendly credentials of the car, whilst highlighting that you don't have to compromise on either driving pleasure or luxury attributes."
The agency will also work with Jung Relations, a Swedish agency which is co-ordinating the car’s European launch.