Suzuki unleases TV for Grand Vitara

Guilford, Dave
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p12
Trade Publication
This article reports that American Suzuki Motor Corp. will use a U.S. sporting icon and TV spots shot in South Africa in a $30 million campaign breaking October 8, 1999 for the Grand Vitara sport-utility vehicle. The media buy for the effort reflects the auto importer's multi-year package deal inked with Time Warner in Summer 1999. The centerpiece of that deal is sponsorship of college football's Heisman Trophy, in conjunction with the Downtown Athletic Club in New York. The commercials will run on network cable in addition to CBS Sports, with spot buys in some markets. Print advertisements are appearing in Entertainment Weekly, Life, Newsweek, People, Sports Illustrated, Time and autobuff books. The print advertisements for the Grand Vitara include a small insert photo of the Heisman trophy and the words "Official automobile of the Heisman Trophy Award."


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