MG to launch first ad campaign under Chinese owners

LONDON - Classic car brand MG is launching its first UK marketing activity following its acquisition by Chinese firm, the Nanjing Motor Group. It will also be the first national campaign since the break-up of MG Rover in 2005.

Production has resumed on the TF LE500 model, and MG will be promoting its return to Birmingham's Longbridge plant with print, outdoor and experiential work. The brand's strapline will be 'A new journey', while ads for the new model will feature the line 'Fun is back'.

Print ads are already running in automotive and lifestyle magazines, and the brand's website will be re-launched this week.

A series of outdoor events to promote the latest model will take place in UK city centres, while incumbent agency Room 251 is developing a digital campaign.

MG marketing manager Peter Brooking said the outdoor aspect of the campaign activity would focus on the Birmingham region, where the brand suffered from a raft of negative PR as a result of 6000 redundancies at the Longbridge plant, following the break-up of MG Rover.

In 2007, Zhang Xin, general manager of Nanjing MG Motor, announced that he wanted the initials MG - an abbreviation of Morris Garages, named after founder William Morris - to represent 'Modern Gentlemen'.

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