TITLE

Saturn generates big hopes for rejuvenation via midsize LS

AUTHOR(S)
Guilford, Dave
PUB. DATE
June 1999
SOURCE
Advertising Age;6/28/1999, Vol. 70 Issue 27, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on Saturn Corp.'s launch of a midsize vehicle line, the L series automobile. The marketing campaign's goal to take customers from Toyota and Honda; The campaign from Publicis & Hal Riney; Comment of director of marketing at Saturn, Lisa Hutchinson; The use of real cars hung on billboards in New York and California; Changes to Saturn's image as its link to General Motors is emphasized.
ACCESSION #
1985884

 

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