TITLE

GMC revises ad tactics for 2000

AUTHOR(S)
Halliday, Jean
PUB. DATE
January 2000
SOURCE
Advertising Age;1/31/2000, Vol. 71 Issue 5, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at the revisions being made in the advertising tactics of General Motors Corp. (GMC) for the launch of its 2000-model vehicles. Those strategies include a significantly higher ad budget for Yukon XL, the addition of magazine spreads, more multicultural advertising, grouping models in ads, and a wider commitment to the U.S. Olympic Track & Field Team. A key challenge in 2000 is to build awareness for Yukon XL. The sport utility replaces the popular Suburban, which will still be sold by sibling brand Chevrolet. Castor Advertising, New York, is working on Hispanic-targeted television spots for Yukon XL. For its Envoy sport utility vehicle, the marketer launched a campaign on January 29, 2000, via Wimbley Group, the African-American agency of GMC. Envoy will also be title sponsor of two upcoming, televised track and field Olympic qualifying events.
ACCESSION #
2733626

 

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