Effort: GMC Yukon-Sailing World National Off-Shore One-Design Regattas.
Agency: GMC's in-house merchandising staff and McCann-Erickson Worldwide, Troy, Mich.
Twist: GMC, in its quest to move the brand upscale, decided this year to focus on the sailing crowd for the Yukon sport-utility vehicle. GMC replaced Chrysler Corp.'s Jeep as the name sponsor of this year's Sailing World nine-city competition. GMC displays the Yukon, offers test drives, and gives away hats and stickers at the venues. It also gives away a one-year Yukon lease at each of the nine sites to attendees who register their names in GMC's tent. A computer with the brand's Web site (www.gmc.com) up and running is also in the tent. GMC generated 750 consumer leads at the first event May 30 at Detroit's Bayview Yacht Club; they are passed along to area dealers.
Vital statistics: Sailing World promotes NOOD and regatta registration via spreads in its magazine. GMC's Yukon is identified as the name sponsor. The unit of GM was already an advertiser in the magazine. GMC, which signed a one-year deal, wants to repeat next year.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or