MILAN - Company strategists usually determine the extent of a pan-European advertising campaign. But in the case of the new Alfa Romeo Sportwagon, the story was somewhat different.
Alfa elected to use Welsh film actress Catherine Zeta Jones to project the right image for the Sportwagon in its assault on rivals such as the Audi A4 Avant and BMW 3 series Touring.
Zeta Jones agreed to print and TV, but demanded - and was given - a contract specifying the territories in which the campaign would run.
As a result, the campaign will not be seen in the USA - where Zeta Jones lives with actor Michael Douglas - or in the UK and Ireland.
Accordingly only mainland Europe can see billboard advertisements of Zeta Jones admiring the Sportwagon.
'Stars may have their personal reasons for not wanting their personal image to appear in their own countries, or they may already have other advertising contracts that limit what they can do in particular markets,' said an Alfa Romeo spokesman.
In the TV advertisement, Zeta Jones is seen leaving a high-class ball. She tosses her shoes to a couple of admirers, rips her skirt up to the hip, climbs elegantly into the rear of the Sportwagon, and makes her way forward to the driving seat.
The Sportwagon advertisements were created by the Conquest Materia agency of Milan.