NEW YORK – Buick begins a major advertising campaign March 15 to support its 90th anniversary and new one-price LeSabre. The carmaker’s goal is to maintain its success while separating itself from Oldsmobile. Jay Qualman, Buick’s director of advertising, is increasing his media schedule with heavier buys on The Tonight Show With Jay Leno and the NCAA Final Four.
Oldsmobile is already a major advertiser of the games. The Tonight Show demographics are decidedly younger than Buick buyers of the past and more in line with the 45-year-olds audience Olds wants. The campaign highlights Buick’s heritage as the car that started General Motors and will focus on volume the LeSabre, Regal and Park Avenue models.
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