LONDON — Honda UK has hired Cirkle to help its dealerships rally enthusiasm for the brand among consumers — including young drivers interested in purchasing electric vehicles.

Cirkle won the business in a three-agency competitive pitch. The firm is tasked with working with Honda’s 140 UK dealerships to drive engagement, foot traffic and, ultimately, purchases among new and existing Honda drivers. Transport specialist Prova PR previously handled Honda UK's dealership business.

The remit calls for Cirkle to help dealers boost community engagement through a mix of Honda news, seasonal calendar hooks, content and news generation stories across hyper-local media, community platforms and social media. Dealers will be assisted with activation took kits, workshops and an informational and hub of shared information.

The partnership comes ahead of Honda’s plan to electrify all of its mainstream European vehicles by 2022, which will require dealerships to create noise around the launches of the Honda e and Jazz Hybrid vehicles.

It also comes a year-plus after Honda UK appointed Mischief as its lifestyle PR agency, also in a competitive pitch. Mischief’s appointment marked the first time Honda UK worked with a lifestyle PR agency in nearly a decade.