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DALLAS-General Motors’ Pontiac division is preparing a major Hispanic marketing initiative for its Sunfire and Grand Am models via Bromley, Aguilar & Associates of San Antonio.
Sources said GM has green-lighted a $7-10 million proposal from the agency to develop a multimedia effort for the two models. The campaign is expected to break next year and will include television, print, radio and collateral materials.
Agency executives confirmed the assignment last week but declined to elaborate. GM executives could not be reached.
Bromley, Aguilar has worked on various GM projects in the past, but the new initiative for the Sunfire and Grand Am will be one of the automaker’s most aggressive to date aimed at Spanish-speaking consumers.
Dealer sensitivity training is expected to be an additional component of Bromley, Aguilar’s work.
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