Vauxhall and Eve launch competition for stylish women drivers

by Sam Matthews, Brand Republic 11-Jul-05, 11:00

LONDON - Vauxhall is teaming up with Eve magazine to launch 'Eve Style Driver of the Year', where one lucky reader will win a Vauxhall Tigra.

The competition will be held at the Formula 1 Circuto de Jerez in Southern Spain from August 12 to 14.

Judged by motoring expert Chris Harris and TV stylist Jay Hunt, 10 finalists will participe in tasks to assess their style and driving abilities.

The winner will be awarded a 1.8-litre, two-seater Vauxhall Tigra Sport, which is worth more than £15,000.

In addition, the 30 winners of the first stage of the competition will win a luxury day out in London and glamorous photo shoot.

It marks the first time Vauxhall has launched a driving competion to promote its VXR range to female drivers and the first time it has used glossy magazines to do so.

Nina San, head of marketing communications at Vauxhall, said: "The competition has the right Tigra attitude, is going to reach the right audience and above all is going to be great fun for all involved."

The deal was negotiated by Vauxhall's media planning and buying agency Initiative.

The agency briefed a number of target titles but Vauxhall chose Eve, which was recently acquired by Haymarket Publishing, for the quality of the proposal which best communicated Tigra's brand values.

Jenny Stollery, account manager at Initiative, said: "The Eve team put a lot of effort into their proposal and this was ultimately rewarded."

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