Volvo Goes After Young Crowd With Network, Cable TV Ads

NEW YORK – Volvo isn’t playing it safe anymore with its advertising or media plan.
Not that the Swedish car company isn’t touting crash safety as it always has, but director of communications Bob Austin says in addition to pumping more money into the more youth-oriented advertising campaign it began last fall, Volvo has flip-flopped its traditional media plan to favor network and cable TV over print.
To go with the change of media plan, Volvo spending is expected to be nearly $60 million this year, up from about $50 million last year, according to Leading National Advertisers.