Saab: Less TV, More Marketing

ATLANTA-Saab Cars USA is shifting from national television advertising toward relationship marketing with the hiring of Carlson Marketing of Troy, Mich., to handle a majority of its promotional and events sponsorships through 2000.
The first product of the recent appointment will be Carlson’s coordination of this week’s Imax premiere of Extreme in New York. Norcross, Ga.-based Saab is the sponsor of the film.
The long-term contract with Carlson, the first such deal for Saab USA with a promotional agency, also marks an understanding that the car company needs to use alternative means to reach its nontraditional customers, according to client promotions director Elke Martin.
In 1998, Saab conducted only one major promotional activity, a tie-in with the World Ski Association.