MG campaign draws on Brilliant’s Longbridge heritage

A MARKETING agency based on the former MG Rover site at Longbridge has been appointed to plan the media campaign to promote the new MG6,  the latest car produced firm’s Chinese-owned successor.

After a five-way competitive pitch, Brilliant Media were appointed by MG Motor to help the MG6 launch and the re-launch of the iconic MG brand in the UK.

Brilliant will plan and buy the media campaign for the first all-new MG for 16 years which will see the brand return to television.

The MG6 fastback will be available for test drives from mid-April, with customer deliveries starting from May.  This is being supported by an above the line advertising campaign covering television, press and online. A second model, a sports saloon is also nearing production and will be available later in the summer.

This is MG’s first venture overtly targeting the sporting ‘family’ market. Company says specification levels will compete with more expensive marques despite a price tag as low as £15,495.

Guy Jones, sales and marketing director at MG, said: Brilliant won after demonstrating a thorough understanding of what we are trying to achieve, not only with the launch of the MG6 but with the brand moving forward. MG are now back with a range of new products designed in the UK and the backing of the worlds 8th largest car manufacturer. We wanted a media partner who shared our ambition. This is the first of a number of new model launches we are planning and the reception has been tremendous, considering the media campaign has yet to start.

Brilliant Media is a privately  owned media agency with offices in Leeds, Manchester and Longbridge, Birmingham.