CMW has been tasked with developing a global positioning for the car, and creating a wide range of marketing materials to be used internationally. The activity will break in the UK initially, before being rolled out across Europe, the US and Japan.
The campaign will span a range of channels, including direct mail and online marketing.
The agency was appointed to the brief by Lotus marketing director Matthew Jones without a pitch. CMW will also handle marketing for the car post-launch.
Lotus, which was founded in 1948 and is based in Hethel in Norfolk, offered a first glimpse of 'Project Eagle' at the 78th annual Geneva International Motor Show in March by exhibiting parts of the technology that will be used in the model.
The car's chassis is due to be unveiled at the London Motor Show in July before its arrival on the market in early 2009.
Although Lotus has divulged little information about 'Project Eagle,' it has said the car will be higher-spec than its Elise, Exige and Europa models.
This year, Lotus has planned a series of events to mark its 60th anniversary. On 14 September, it will host a family day at its headquarters. It expects more than 15,000 guests to attend the event, which will focus on the history of the brand and its plans for the future.
Comments