Buick Agency Also Creates GM Web Site Touting All Brands
DETROIT–McCann-Erickson Worldwide here is promoting the 2001 launch of the new Buick Rendezvous luxury sport utility with a direct mail campaign and through General Motors’ relationship with Disney.
Separately, the Troy, Mich., agency has completed a GM-wide Internet project to promote all of the company’s brands, excluding Saab and Saturn, said Garry Neel, executive vice president and managing director of the office. That assignment resulted from a similar Internet marketing program McCann proposed for Buick, for which it is lead agency.
To create the Web site at www.gmtickettoride.com, McCann enlisted the Troy office of Momentum, the agency’s relationship marketing unit, as well as the Los Angeles office of Zentropy, a McCann interactive unit. The Web site features a sweepstakes involving all of GM’s marketing partners, including Warner Brothers, the PGA, golf champion Tiger Woods and NASCAR, Neel said.
For the Rendezvous launch, Mc-Cann created a display for Disney’s Epcot Center in Or-lando, Fla., which features a poster of Buick pitchman Tiger Woods that invites consumers to fill out a lead card and receive a Rendezvous pin in return. The first major direct mail piece for the vehicle includes trading cards featuring Woods, which are designed to be collected by children, said Jack Bowen, Rendezvous brand manager. The cellophane wrapping reads: “Buick Motor Division and General Motors cannot be held responsible when your kids start pestering you to buy a Rendezvous next year.” The first wave of the Rendezvous promotion began last week.
The pre-launch marketing program is a joint effort between the Troy, Mich., and New York offices of McCann Relationship Marketing, a unit of McCann-Erickson Worldwide. K