Chevy Goes All Out for Games

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General Motors’ Chev rolet division has pegged more than a quarter of this year’s mar keting budget to the 2002 Salt Lake City Olympic Winter Games, said Kurt Ritter, the unit’s general manager.

“We will have a presence that will rival and be right on par with Visa and Coca-Cola,” Ritter said.

Chevy’s “Olympic Torch Relay and Games” advertising is the largest marketing promotion the division has undertaken, he said.

While Chevy and overall GM marketing budgets have been reduced, the Olympics outlay is still huge.

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