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NEW YORK Chevrolet said it would sponsor the Country Music Association’s CMA Awards here this November.
Chevy will use its 13-year old relationship with CMA to boost its grass-roots marketing efforts. The brand launches a Chevy Music Tour in California this month that will visit Nascar races, fairs and dealerships for 34 weeks. Ten concerts with major country recording artists are scheduled.
When the tour reaches New York in September, the General Motors division will “own” Union Square for three days, where it will hold free concerts, offer test drives and tout the CMA.
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