Alero Begins Olds' Minority Push

Tie-In With ABC Also Planned for New Model’s Launch Campaign
DETROIT–A plan by General Motors’ Oldsmobile division to develop targeted minority marketing efforts for all of its models will begin in late October with a Hispanic-directed campaign from Leo Burnett Hispanic, Chicago, for the new Alero.
The Alero Hispanic effort–which will include TV, print and point-of-sale ads–is the first step in a long-term plan by the division to do more targeted marketing to ethnic groups, said Mike Sands, Olds advertising manager.