PARIS - Valeo, the French supplier group, has launched its first corporate advertising campaign.
The first phase of the campaign will target automotive publications. Valeo has booked advertisements in Automotive News Europe and its sister titles Automotive News and Automotive News International, plus Ward's in the USA, Automotive Engineer in the UK, and Equipements in France. During the year the media planning could be broadened to include other newspapers or magazines.
'It's the right time for this campaign,' said Kim Derderian, who is coordinating the campaign with Valeo's communication department. 'Our customers know us, but considering our size and our business portfolio we can improve our profile and give more content to our brand image.'
Valeo is one of the top 10 worldwide suppliers, with about 30 percent of its global sales in North America and about 10 percent in Asia.
Valeo said its consolidated sales reached euro 7.7 billion in 1999, a 28 percent increase on 1998 figures. Group sales in North America and Asia grew by 86 percent and 83 percent respectively. Only South American sales fell. Original equipment sales rose by 32 percent, and aftermarket business increased by 14 percent.
The general campaign slogan is 'Valeo: smart systems.' Each advertisement features a system or a product such as a climate control panel or a headlamp.
The aim is to underline Valeo's core strategies: innovation, international presence, and state-of-the-art technology. The advertisements use black and white pictures brightened with green icons, Valeo's corporate color.
The campaign has been designed by Agence La Rochefoucauld, a Paris-based advertising company belonging to a network of agencies called Dialogue. The advertising budget has not been disclosed.