Chevrolet Captiva 'to benefit from automaker's publicity drive'
Chevrolet is embarking upon a concerted publicity drive in a bid to raise awareness of price-orientated models such as the Captiva.This summer, the US-based automaker intends to shell out approximately £2 million on a TV advertising campaign focusing on the sports utility vehicle, reports Auto Express.
And visitors to safari parks in Knowlsley, Blair Drummond, Woburn and Longleat will also be offered the chance to test-drive the Captiva in a bid to drum up interest.
Explaining the need to raise the company's profile, Chevrolet UK's managing director Rory Harvey has pointed to the results of a recent survey.
In the poll, 28 per cent of motorists indicated their awareness that the company's cars were being marketed as a "value brand".
"But that was then the company's name had been mentioned," he opined.
"When unprompted - and they were asked to name value brands - it was only four per cent."
Earlier this week, Chevrolet sought to boost the Captiva's profile by giving away a model painted in silver latex in a competition that took its inspiration from scratch cards.
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