Pontiac makes outdoor blast for new Bonneville

Guilford, Dave
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p12
Trade Publication
This article reports on the advertising campaign of General Motors Corp. for its new Pontiac automobile Bonneville, as of October 1999. Pontiac advertisements will saturate mass-transit centers in markets that represent 16 percent of Bonneville sales. Sites include the World Trade Center and Port Authority in New York, the 30th Street Station in Philadelphia, Pennsylvania, and Union Station and CitiCorp Center in Chicago, Illinois. Pontiac estimates that advertising will be seen by 1.5 million people per day. According to Stan Fields, executive vice president-group account director at agency D'Arcy Masius Benton & Bowles of Troy Michigan, the transit-center advertising will be very intrusive including rafter banners, kiosks, clocks, wallscapes, escalator walls, transit platforms, and dioramas. The domination outdoor campaign will be augmented by regular boards in nine top markets. The outdoor advertisements began appearing October 1, 1999. Print advertisements will break on October 4, 1999 in newsweeklies and auto-buff magazines, and several network TV spots will debut in November 1999.


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