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General Motors’ Chevrolet division is expanding its Hispanic marketing efforts with the addition of a new target market and an extensive Spanish-language campaign.
Chevrolet is adding Chicago to the list of cities included in its integrated Hispanic marketing initiative, developed by Accentmarketing, Miami, in partnership with national Chevy agency Campbell-Ewald Advertising (CEA), Warren, Mich. The 1998 model campaign kicks off with five new Spanish-language TV commercials–including both 60- and 30-second versions of a spot for the Prizm, which break today.
Accentmarketing began working with the division and CEA in 1995, when it launched a pilot program in Miami.
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