11 September 2009

Renault Grand Scenic (2009 - 2016)

Renault teams Up with Disney Pixar for Scenic adventure

11 September 2009 - Well-renowned for being family-focused when it comes to designing many of its cars, Renault is now set to build on its reputation by hitting the big screen this summer with arguably the year's biggest blockbuster, UP, in a tie-up with Disney Pixar. The collaboration, which will ultimately extend across 21 countries, is already underway. Having supported the glittering world premiere at Cannes with a chauffeur-driven fleet of New Grand Scénics decked out in the film's colours for the Disney team to arrive at the red carpet in, Renault's UK subsidiary is now poised to support the animated 3D film's launch with a substantial marketing campaign.

Designed to drive showroom traffic in one of the peak registration periods, Renault's wide-ranging national and local UK media programme has just begun with the launch of a dedicated microsite. Maintaining momentum in the lead-up to the eagerly-awaited feature's UK release on 9th October, the French marque will air bespoke TV ads from now, based around the theme of families taking an adventure in their New Grand Scénic.

Renault Grand Scenic (2009 - 2016)

Also supporting the heavyweight national activities both on- and off-screen, will be print advertisements in national media throughout September, and experiential activity at cinemas throughout October.

In keeping with the family audience of the film and the New Scénic range, there will be a GoogleEarth game, tracking the adventures of the leading characters, Carl and Russell, with clues hidden in a New Scénic and the chance of winning an exotic family holiday to Costa Rica where one lucky family could have their very own tropical adventure.

Naturally, Renault's dealer network will be heavily involved in taking advantage of the collaboration. Completing the range of activities, free tickets for the film can be won just by taking a test drive of selected Renault models before 30th October. There are also chances to win a New Grand Scénic, 'UP' goodies, and a family holiday to Paris including a balloon ride over the chic French capital. There will also be an Open Weekend on 12th and 13th September, with further activities planned for the end of the peak registration month, right up to the film's launch on 9th October.

UP, is a comedy adventure about a 78-year-old balloon salesman Carl Fredricksen, who finally fulfils his lifelong dream of a great adventure when he ties thousands of balloons to his house and flies away to the wilds of South America. But he discovers all too late that his biggest nightmare has stowed away on the trip: an overly optimistic 9-year-old Wilderness Explorer named Russell. UP is released in UK cinemas from 9th October.