General Motors' Expanded Plans For OnStar Benefit Ammirati

By Tanya Gazdik





DETROIT–General Motors’ relationship with Ammirati Puris Lintas, New York, is growing as the automaker prepares to increase the availability of its OnStar navigation and security system this fall, said OnStar representative Bruce MacDonald.





Ammirati is developing a strategy to create a strong brand identity for OnStar. ‘Initially, it was going to be an option mentioned in other ads, but now it’s becoming its own thing,’ a source said. ‘It’s going to be a really big deal.’





‘Ammirati is providing the creative and the planning in anticipation of an integrated communications rollout in the fall,’ added MacDonald.





Plans call for broadcast and print advertising, shows and exhibits, direct marketing, sales promotion and an Internet site, MacDonald said.