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DMB&B’s Saturation Effort Looks to Enliven Pontiac Car’s Image
DETROIT–D’Arcy Masius Benton & Bowles is taking an “intrusive” approach in a campaign for the restyled Pontiac Bonneville luxury sport sedan.
The effort includes what the automaker is calling “domination displays” in five major-market transit centers, with all available ad space to be plastered with Bonneville advertising. The locations include the World Trade Center and Port Authority in New York, Union Station and CitiCorp Center (also a commuter train terminal) in Chicago and the 30th Street Station in Philadelphia.
Ads went up at those locations over the weekend and are expected to reach 1.5
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