General Motors Corp.'s Western Region, Thousand Oaks, Calif., selected Innovasia Communications, Los Angeles, to develop an ad campaign and community outreach programs to reach the Asian-American community. Buys will be made in Cantonese-, Mandarin- and Korean-language media. Spending wasn't disclosed, but GM has been expanding its minority advertising since 1999. Other carmakers have done targeted advertising and grassroots sponsorship to Asian-Americans in the West since early 1999, including Daewoo Motor America, Ford Motor Co., Hyundai Motor America and Kia Motors America.
Copyright March 2000, Crain Communications Inc.