Saab Taps Carlson for Promos

DETROIT-Saab Cars USA completes its shift away from national TV advertising toward relationship marketing with the hiring of Carlson Marketing’s Troy, Mich., office to handle the majority of its promotional and events marketing through 2000.
Carlson will coordinate this week’s New York City premier of the IMAX feature Extreme. The Norcross, Ga.-based car maker is the presenting sponsor of the film, which features athletes in remote locales skiing, climbing, surfing and windsurfing.
The long-term contract with Minneapolis-based Carlson is the first for Saab USA with a promotional agency and signals the company understands it needs to use nontraditional means to reach nontraditional customers, said Elke Martin, Saab promotions director.