Oldsmobile Tunes In to Tom Joyner

GM Division Targeting African Americans in Promo from E. Morris
CHICAGO–E. Morris Communications here uses a tie-in with Tom Joyner’s nationally syndicated radio show to promote Oldsmobile to an African American audience.
EMC’s work is its first major effort for the General Motors division since winning African American marketing duties on the brand about two years ago following a review.
Olds will sponsor a number of “road shows” for Joyner, in which the brand will back a portion of the show called “Real Fathers, Real Men,” according to Eugene Morris, the agency’s president and chief executive officer.
The segment will honor African American fathers, with one being selected each week for a $500 prize.