Fiat Professional embarks on a whole new approach to marketing this week with the launch of an exciting new campaign to promote its award-winning range of vehicles.

The commercial vehicle arm of Fiat Group Automobiles UK has commissioned the filming of a new sitcom, called The Fleet, which will get its first three minute airing in a special centre commercial break during News At Ten on 15 March.

It will be the first episode of the comedy, with nine further 3-4 minute episodes planned for broadcast on the Internet. Support will come from digital advertising, press and radio and even a live performance at a special launch event today at Stoke Place, Berkshire.

"We needed a radical approach to marketing, in a sector that has been hit hard by the recession, is incredibly competitive and where we are a relatively small brand," said Gerry Clarke, director, Fiat Professional UK.

"This is a completely new idea for us and it’s particularly special that the first episode of The Fleet is broadcast during the news’ centre break – currently News At Ten doesn’t even have a centre break."

The campaign is the brainchild of marketing specialist krow, which has been appointed to handle the £3.5m Fiat Professional UK advertising account.

"We want to show we really understand our target market, and give ourselves the opportunity of starting a relationship with them," said Nick Hastings, creative director.

"So writing a comedy series about them felt like a good place to start."

The sitcom follows the trials and tribulations of Pete – played by top comedy actor Phil Cornwell – the fleet manager of Lightfoot Logistics.

(PR/GK)