Renault revs up Italy campaign to edge closer to Fiat

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ROME--In an attempt to narrow the gap against entrenched auto giant Fiat in Italy, French automaker Renault has unveiled a new campaign specifically for the Italian market.

Created by Publicis Italia, the campaign, breaking Nov. 19, called "Muoversi Sempre'' ("Always Moving"), highlights Renault's Italy-wide service network. The comprehensive Italian network owned by rival Fiat is seen as one of the advantages it offers its Italian customers over those of its competitors.

"The idea is to highlight that there is more than one car company in Italy with a nationwide service network," a Publicis-Italia spokeswoman says. "The Renault network is growing quickly."

Budget figures for the campaign -- which will include half-page ads in national and regional newspapers in addition to Internet banner spots -- were not released.

Copyright November 2000, Crain Communications Inc.

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