The business, won in a pitch with McCann-Erickson, London, follows a "lengthy process of pan-European strategic and creative development," according to LH-S. The campaign was developed with the agency's client in the U.K., Vauxhall.
LH-S claims the Frontera advertising will be the first ever pan-European campaign for General Motors, since the Astra relaunch ads from Rainey Kelly Campbell Roalfe, London, didn't run in Germany - GM's biggest European market.
"We believe we have a truly powerful piece of advertising which we know works well across all of Europe," says Paul Hammersley, managing director of LH-S.
Western International Media, the joint venture between Western Media, Initiative Media and the Lowe Group, will handle the media for Frontera.
Copyright July 1998, Crain Communications Inc.