Volvo promotes C70 in online advertorials

The campaign will run on a clutch of key properties. These include AA.com, TopGear.co.uk, WhatCar.com, Autosport.com, the web site of the BBC show Top Gear (www.topgear.beebcom), MSN's motoring section, the home page and motoring channel of thetimes. co.uk and Channel4's motoring site, 4car.co.uk.

The aim of the online push, which was planned and bought by m digital UK, is to offer a link or placement on the home page of the partner web sites, which feeds to an editorial piece about the Volvo C70.

"We have launched the campaign to coincide with the early part of the summer, as that fits with the sales period for the cabriolet style of the Volvo C70,

said Nigel Sheldon, managing partner at m digital UK.

"We didn't just want to use advertising inventory. The integrated editorial describes the car's features and demonstrates the product to get the message across in a more in-depth way."

In conjunction with the editorial placements, a range of pop-ups, banners and skyscrapers, designed by creative agency Wunderman, will extend the reach of the campaign.

The online campaign forms part of a seven-figure new media marketing budget Volvo has put aside for the year. The activity follows a recent push for the Volvo S60 (Revolution Online, 1 March).