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NINETY EIGHT REGENCY

GM to align Chevy brand with big sporting events

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GM to align Chevy brand with big sporting events

By CHRISSIE THOMPSON

FREE PRESS BUSINESS WRITER

General Motors -- armed with about the same budget to promote four U.S. brands as it had for eight before its bankruptcy -- plans to sell its top-selling Chevrolet brand during some of the nation's biggest events, such as the World Series and Super Bowl.

GM chose to debut its new Chevrolet campaign -- themed "Chevy runs deep," as first reported by the Free Press -- during the World Series on Wednesday night. The ads link nostalgic images of Chevy's nearly 100-year past with current products like the Chevrolet Cruze or Traverse.

The Super Bowl will follow.

"This may seem like just another advertising campaign, but for us, it's really a beginning of turning around the way that people look at Chevrolet," Joel Ewanick, General Motors' U.S. marketing chief, told reporters Wednesday.

Goodby, Silverstein & Partners created the campaign as Chevrolet's third ad agency this year. Ewanick, of Hyundai fame, brought on Goodby in May when he left his weeks-old job at Nissan to join GM.

Chevy bought time for four World Series commercials: In a spot positioning the brand as a whole, actor Tim Allen says, "This isn't just any car company. This is Chevrolet." In a commercial for the Chevrolet Volt extended-range electric vehicle, Allen says, "This isn't a country where plans made at 9 necessarily apply at 5. This is America, man." GM's 2011 advertising budget for its four U.S. brands is a few percentage points higher than its budget in 2008, when GM had eight brands, Ewanick said. GM spent about $2.5 billion on advertising in 2008.

Read more: GM to align Chevy brand with big sporting events | freep.com | Detroit Free Press http://www.freep.com/article/20101028/BUSINESS01/10280448/1331/GM-to-align-Chevy-brand-with-big-sporting-events#ixzz13es1zStO

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