CHEVY'S $50 MIL VENTURE LAUNCH GOES AFTER WOMEN: SOCCER PROMOS PART OF PLAN TO BATTLE CHRYSLER MINIVAN LEAD

By Published on .

Most Popular
General Motors Corp.'s Chevrolet division will give its new Venture minivan an estimated $50 million advertising blitz.

The national campaign breaks in mid-February.

Venture, which replaces Chevy's Lumina minivan, will target women--including soccer moms--and families, according to dealers who have seen the ads.

The ads feature the tagline, "Let's go."

DOLPHINS AND HIPPIES

One TV spot shows the Venture on a pier with dolphins jumping through all four of its open doors; another shows a hippie-looking couple camping in their flower-plastered van, which morphs into a '90s family and the Venture.

Chevy declined to talk about the advertising, as did its agency, Campbell-Ewald, Warren, Mich.

On tap are soccer-tied promotions for the Venture. Chevy earlier this month disclosed that the minivan, Malibu, Lumina sedan and Cavalier will be sponsors of U.S. Soccer.

Chevy will sponsor 34 domestic games annually--men's and wom-en's Olympic team games, plus the U.S. Youth Soccer Association's regional and national playoffs.

CHRYSLER'S DOMINANCE

Chevy has an uphill battle against segment leader Chrysler Corp., which pioneered the four-door minivan--introduced in May 1995--as well as the minivan itself.

"Chrysler is dominating shopping lists in the minivan market," said Art Spinella, VP at CNW Marketing Research.

Three or four years ago, shoppers told CNW the brands they were considering buying were Dodge Caravan, Ford Aerostar and Chevy Astro. Today, only Chrysler-made minivans make the list: Dodge Caravan, Chrysler Town & Country and Plymouth Voyager.

Chrysler said it set a calendar-year record in 1996 by selling 514,785 of its three models through mid-December.

GM has had a difficult time differentiating its minivans, and plans to concentrate on price as a way to attract buyers.

Venture starts at $20,495, including destination charges; the Pontiac Trans

In this article: