Buick Steers Red Carpet At Emmys

Integrated campaign plays off premium positioning

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%%STORYIMAGE_RIGHT%% As a part of its current repositioning of its Buick marque, the General Motors division has created a comprehensive integrated marketing program around its exclusive automotive sponsorship of the 55th annual Emmy Awards.

As opposed to last year's effort, which was in the words of Buick Advertising and Promotions Manager Jill Cooley, a "last-minute media buy", this year the brand’s sponsorship through the Academy of Television Arts & Sciences, will be leveraged through on-air commercials, a multi-faceted promotional initiative with TV Guide magazine, and a slew of PR and event marketing initiatives.

"Buick marketing is focused on returning to a space we once owned as a leading premium auto brand," said Cooley. "We've been focused on crafting premium associations as with the Emmys."

This year's program, developed over the past year, includes five commercials, including two :60 spots, as well as billboards. Buick will be introducing a new campaign for the new Buick Rainier, a premium sport utility vehicle on the Sunday Sept.21 telecast on the Fox network with the continuing tagline of "Spirit of American Style."

%%PULLQUOTE_LEFT%% In addition Buick sponsored the Academy's fourth annual celebrity golf tournament in August in Los Angeles. Other stunts include having the actual Emmy statuettes being delivered from the airport via Buick vehicles as well as transporting the Ernst & Young accountants with the tabulated results.

Buick's other major promotional thrust is via a multimedia buy with TV Guide, including an advertorial series featuring celebrities and their paths to becoming an Emmy nominee. Star producer Jerry Bruckheimer and "Sex and the City's" Cynthia Nixon are profiled. On TVGuide.com, there is Buick-branded Emmy content as well as access to a sweepstakes to win a Rainier.

Hollywood hotspot Spago will host a reception on Thursday for the Emmy nominees, where Buick will have the Rainier and its vintage wood-paneled station wagon on display.

Buick was introduced to ATAS by William Morris Consulting. The tenpercentery's corporate client list includes General Motors. Two IPG shops, Momentum and Bragman Nyman Cafarelli, played significant roles in the execution of the program.

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