ATLANTA Lotus Cars USA has tapped Brandware PR to develop a public relations campaign for the Lotus Elise sports car, the agency said.
The Atlanta shop said it would help the British automotive company prepare for market expansion in 2004. The Elise will make its debut at the Greater Los Angeles Auto Show, Jan. 2-11, said Arnie Johnson, president and chief executive of Lotus Cars USA in Atlanta.
"The Lotus Elise will put the U.S. sports car segment on notice," Johnson said. "The car outperforms competitors in its segment."
The Elise is expected to be one of the fastest production sports cars in the U.S. market, said Johnson. Road & Track magazine listed the car as "a must have for any enthusiast" in its November 2003 issue.
Brandware PR said it would develop signage and displays for the auto show. The shop has begun sending media alerts and direct mail messages to journalists and consumers in the Southeast and Los Angeles area.
Campaign spending was not disclosed.