Grand Prix teamed with People for a breast-cancer research fund-raiser on Time Inc.'s Pathfinder at a new site (www.conceptcure.com). It will launch April 23 and run for four weeks.
A PLAID GRAND PRIX
Starting April 30, the site will feature scenes from the magazine's and Grand Prix's Manhattan event dubbed "Beauties for Breast Cancer," featuring supermodels and fashion designer Cynthia Rowley, who redid a Grand Prix in plaid. The car will be awarded to a breast-cancer donor.
Pontiac will advertise the "Beauties" promotion on search engines, including Yahoo!, and in People's "50 Most Beautiful People" issue (www.people.com), on newsstands May 11, said Jim Vurpillat, assistant brand manager-marketing for Grand Prix. He said the Web has become a key part of Pontiac's integrated marketing.
VEHICLES GIVEN AWAY
The Troy, Mich., office of D'Arcy Masius Benton & Bowles, which handles Pontiac's national advertising, worked with Time Inc. New Media on the project. GM started Concept:Cure in 1996 as a breast-cancer research fund-raising effort with fashion designers to connect with women consumers. This year's effort with four designers and four GM vehicles culminates in June when the vehicles will be given away.