CHICAGO (AdAge.com) -- Sirius Satellite Radio, New York, is launching its service in limited markets Feb. 14 with an integrated-marketing push themed "You'll never want to leave your car."
Sirius' integrated effort,
through Interpublic Group of Cos.' McCann-Erickson Worldgroup, New York, includes a roadshow enabling consumers to experience the service live via Sirius radio-equipped cars at retail locations and events such as Nascar's Winston Cup races.
Sirius is also sponsoring the No. 7 Sirius Satellite Radio Dodge Intrepid R/T in an effort to boost brand awareness and generate subscriber leads.
Radio and newspaper ads for Sirius will break locally this week to support the launch in Denver, Houston, Phoenix and Jackson, Miss. TV will not begin until midyear.