CHICAGO General Motors is offering employee discounts to all buyers of new cars and trucks from today through July 5 in a promotion backed by advertising from Interpublic Group's McCann Erickson, the automaker said.
The Troy, Mich., agency's print ads premiere tomorrow and Friday in The New York Times, The Wall Street Journal and USA Today; a television spot breaks Friday, and the campaign also includes radio. The TV spot features actual GM employees talking about their enthusiasm about working for the company. The spot also shows several GM vehicles, including concept cars.
The promotion is an effort to shift the focus from the automaker's financial woes to its products, said Brent Dewar, GM North America vice president of marketing and advertising. "In recent months there has been plenty of news about GM, but not enough said about our industry-leading product lineup," Dewar said in a statement.
"The 'GM Employee Discount for Everyone' provides very simple, very compelling prices for consumers and clarity regarding the final purchase price. We believe it will cut through the clutter of all the other offers currently in the market," the statement from Dewar continued.
Excluded from the promotion are Chevrolet's Corvette and GMC medium-duty trucks.
Spending on the promotion was not disclosed. GM spent $2.3 billion on measured media last year; $275 million of that total went to corporate advertising, according to Nielsen Monitor-Plus.