Tatas to launch PR campaign: Jaguar Land Rover as ‘blue-chip UK corporate’ brands

The Tata Group-controlled Jaguar Land Rover is planning a major communications campaign for the automobile brands.

Jaguar Land Rover has appointed Portland PR to position the firm as a ‘blue-chip UK corporate’, on a par with retailer Marks & Spencer, reports PRWeek.

Jaguar Land Rover Communications and Public Affairs Director Simon Warr said: “We’re the largest car company in the UK and so are a major corporate player. We need to start mixing with other British major corporates. We should be up there with Marks & Spencer.”

He added that the firm had traditionally enjoyed a good relationship with motoring correspondents, but that its presence on the business pages was limited.

The drive to raise its corporate profile comes at a tough time for auto manufacturers. British car sales have fallen heavily in recent months, with Land Rover particularly hard hit and further job cuts expected at the firm.

Portland will focus on issues surrounding the change of ownership, the firm’s investment in green technology and its strategy to get through the economic downturn.

The agency has initially been taken on until the spring, with further work expected.