McLaren Automotive, the British manufacturer of luxury, high-performance sports cars and super cars has appointed full service public relations agency DEC PR as its strategic communications partner in Australia and New Zealand, following a competitive pitch process.
DEC PR will lead an ongoing programme of engagement activities spanning media, events, affinity networks and activations. McLaren has simultaneously appointed The Ross Partnership (TRP) as its marketing and creative partner, and both agencies will collaborate on building a growing awareness for the brand and the range of high-performance sports cars.
Since arriving in the local market in 2011, McLaren has expanded with retail partners in Sydney, Melbourne, the Gold Coast, and Auckland, New Zealand. The marque now offers two product tiers locally including the Super Series (including the McLaren 650S and 675LT) and the Sports Series (including the 570S, 540C, and all-new 570GT).
“At McLaren Automotive, we are continuing to build a world-class range of sports cars and super cars and a bespoke ownership experience that is second to none. We have invested £1,000,000,000 in the development of no less than 15 all-new cars over the next six years and we are on track for a very exciting future,” said Geoff Tink, Asia Pacific marketing and PR manager for McLaren.
“As we look to further grow our business in Australia and New Zealand, DEC PR clearly demonstrated an understanding and vision for our brand and the capability and experience needed to support us in achieving our ambition.”
Michael Henderson, DEC PR’s CEO said, “McLaren is redefining the sports car market, offering a powerful combination of technology, design, luxury, innovation and exclusivity. It’s no wonder Top Gear recently named McLaren as its ‘Manufacturer of the Year’.
“We’re no stranger to the McLaren brand, having helped to develop the brand in Australia over the past four years through a range of public relations and engagement activities funded locally by its retail partner Trivett Bespoke.
“We now proudly enter into a direct partnership with McLaren as the company embarks on its next phase of growth, including the opening of new showrooms in Melbourne and the Gold Coast, and introduction of new models.”