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Buick Introduces 2011 Regal Advertising Campaign

2010-06-29

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Buick is launching its advertising campaign for the 2011 Regal throughout July in both unconventional and traditional outlets. The campaign continues the “New Class of World Class” theme initiated with the LaCrosse launch last year.

“We want consumers to discover the 2011 Buick Regal as a compelling performance sedan,” said Craig Bierley, Buick advertising director. “We are presenting the Regal in a variety of ways that are unexpected and providing relevant personal stories to allow consumers to draw their own conclusions about our newest Buick.” 

Central to the campaign is a major emphasis on digital, social and mobile activities, including an MSN homepage take over on July 14 and sponsoring the Wall Street journal iPad app.

Consumers will also be able to access an online aggregator called “Moment of Truth” (URL still to be determined), which will house a virtual library of Regal stories and reviews from third parties and other customers.  The site will allow them to engage and share their opinions about the Regal.

For individuals who want to experience Regal first-hand, a 10-city test drive program will be conducted later this year, where up to 12,000 non-Buick owners will experience the brand and be given the opportunity to drive the all-new Regal.

Complementing these non-traditional activities is a large mass media plan. Television advertising will appear in both network (prime, late night, and sports, etc.) and cable original programming, appearing on such networks as Discovery, Travel Channel, and Food Network in July. 

Print ads will run in weeklies such as Entertainment Weekly, People, and the Week beginning in early July, as well as in monthlies like Esquire, Smart Money and Wired. For added impact, double page newspaper ads will run in the major national newspapers (Wall Street Journal, USA Today and New York Times) on July 14th. Additionally, outdoor advertising will be highly visible in 10 key markets starting in mid-July.

Buick is a modern brand with premium, high-quality vehicles characterized by sculpted designs, luxurious interiors with personal technologies, and responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning vehicles, including the Enclave crossover, LaCrosse sedan and Regal sport sedan. A new compact sedan and small crossover will join the portfolio in the next few years. Buick’s sales continue to increase in North America, and it remains a best-selling brand in China, with continuing record growth. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick or at facebook.com/buick.

Digital images of print and outdoor advertising are available at media.buick.com