PARIS - Citroen's advertising for the 2000 Paris auto show began in the provinces.
Citroen parked new-model Xsaras alongside information booths at a host of provincial train stations across France for the duration of the auto show.
Citroen's plan was to get the attention of auto lovers taking the train to Paris for the show.
It has also papered Paris and its surroundings with a new series of billboard advertisements for the Xsara starring supermodel Claudia Schiffer.
Carmakers launched a series of campaigns to take advantage of the excitement generated by the auto show.
Organizers expected a record auto show attendance, due in part to a wide-ranging advertising campaign designed by Havas Advertising-owned Euro RSCG BETC of Paris.
The campaign, which includes print, radio, television and outdoor advertisements, presents the show as a bridge between France's love affair with the auto and its desire to see cars progress into the 21st century.
A 30-second TV spot idealizes modern prototype vehicles from the main car companies. A related outdoor campaign presents the vehicle prototype from the TV advertisement rolling across a futuristic Paris.
Euro RSCG BETC's difficult brief called for advertisements that could attract car lovers to the auto show without overshadowing the vehicle brands on display there. Meanwhile, carmakers want to capture the attention of auto show attendees with their advertising.
Peugeot, Volkswagen and Ford took the most conventional route. The first two bought important blocks of space on outdoor advertising along Paris' ring road, the Peripherique, including billboards and poster boards facing the exposition hall where the auto show is taking place. Advertisements range from the upper-end Peugeot 607 to the VW Sharan minivan.
Ford has several giant advertisements along the ring road for its new-look Galaxy minivan.
In print advertisements, co-branding with Samsonite luggage signifies the Galaxy's large storage space.
Land Rover chose a slightly different approach, basing its auto show campaign around space bought on buses and in the Paris Metro from Publicis-owned MetroBus.
Tire manufacturer Dunlop also bought a large chunk of Metro poster space for the third week of the auto show.