Cadillac Focuses on Escalade

Cadillac will put half of its $200 million advertising budget behind the launch of the redesigned 2002 Escalade, hoping the sport utility vehicle can boost the image of the entire General Motors division, Cadillac executives said.

The Escalade is seen by Caddy executives as an “image catalyst,” and the new campaign from D’Arcy Masius Benton & Bowles offers an attitude different from anything Cadillac has done, said Kim Kosak, Cadillac’s director of advertising and promotions.

Research indicates that prospective buyers of the Escalade are intrigued by technology, so the launch plan features several non-traditional elements, including a DVD-ROM game and sweepstakes.