Riney Sets New VUE for Saturn

Saturn will continue efforts to “contemporize” the brand in marketing behind its new sport utility vehicle, the VUE, a company executive said.

Advertising supporting the new model is due this fall from lead Saturn agency Publicis & Hal Riney, San Francisco. It will highlight the VUE’s attributes, but will also be used to put a fresh face on the overall Saturn brand, said Jill Lajdziak, vice president of Saturn sales, service and marketing.

“We don’t want to lose the essence of who we are, so we will stay focused on the Saturn brand,” she said.