Lotus Cars UK has today launched a campaign which aims to maximise consumer reach and engagement.

Created by localisation agency EMO, the focus of the campaign is the ‘Lotus Champion’ competition which will be run through an exclusive affinity partnership with Evo magazine, Dennis Publishing’s monthly title devoted to high performance cars.

The competition gives contestants the chance to win a supercharged Lotus Evora S for a year. They will also become a guest correspondent for Evo magazine, sharing their experiences with Evo readers in an editorial feature titled ‘The Lotus Diaries’.

Initial editorial will drive Evo readers to enter the competition via a specially created microsite which will be supported by online advertising on the Evo website.

Lotus Cars UK corporate marketing operations manager Chris Anderson said of EMO’s work on the campaign: “EMO’s approach is very thorough – they make it their business to understand our brand and our customer. Their strategy gives our dealer network confidence that quality leads will be delivered and meaningful relationships established. The creation of the Lotus Champion programme is new territory for us, and we’re looking forward to seeing where it will take us.”