CEA Readies New Work for the Fall as Ski Sponsorship Is Extended
DETROIT–General Motors’ Chevrolet division is extending its four-year sponsorship of the U.S. Ski and Snowboard Association (USSA) through the 2003-04 season.
The USSA partnership makes sense for Chevrolet since many skiing fans pursue active, outdoor lifestyles and thus fit the demographic of potential Chevy truck buyers, according to Mac Whisner, the division’s director of truck advertising and promotion. For example, Whisner said, research has shown that people who ski are three times more likely than nonskiers to buy a sport utility vehicle.
“The consumer opinion of Chevy trucks has been elevated among the group of skiers aware of the sponsorship,” he said. “And it ties in beautifully with Chevrolet and GM’s overall Olympic strategy.”
Campbell-Ewald Advertising, Warren, Mich., is working on a new campaign highlighting the partnership. It will include TV, print and outdoor ads, product brochures and Web site development. New work is scheduled to break this fall, Whisner said.
“The strategy is to naturally evolve those executions into our sponsorship of the U.S. Olympic Skiing and Snowboarding team,” he said.
In addition to sponsoring the Olympic teams, Chevy trucks will offer promotional support to events where U.S. skiers compete. The agreement also secures for the
division title sponsorship of the Chevy S-10 pickup U.S. Snowboard Grand Prix Tour. Snowboarding fans are at the younger end of the truck-buying demographic, according to Whisner.
Financial terms of the extended partnership were undisclosed, but part of the entitlement package negotiated by GM’s Mediaworks unit includes a major commercial presence and automotive exclusivity on TV events involving the teams, Whisner said. “It includes long-term media agreements with both network and cable components, providing Chevy trucks with a substantial presence in all USSA televised events,” he added.