PARIS - Seat, the Spanish car manufacturer owned by Volkswagen has just launched a $9-million TV, print and outdoor campaign in France for its Ibiza model. The ads have been developed by MGTB Ayer, Seat's European agency of record, in Paris and began running May 22nd. The Ibiza campaign represents only about one-third of Seat's total planned 1993 media budget. An additional $18-million in the 1993 budget is earmarked for other Seat models, Marbella and Toledo, which will start running ads developed by MGTB Ayer later this year.
Copyright Adweek L.P. (1993)