GM Launches Summer Retail Push

DETROIT General Motors rolls out a new retail campaign today tied to its latest incentive offerings.

The campaign, from McCann-Erickson, Troy, Mich., includes one print ad, which will run in single-page and double-page spread versions, and both in color and black and white, said a GM representative. It will appear in the top 75 markets nationwide.

The two-page version of the ad features one page with 10 colorful vanity license plates from across the country. The words on the plates spell out “4 grand cash back from the gr8 American car company.” The second page explains the terms of the deal, which includes $4,000 cash back or zero percent APR for five years on select 2003 Chevy, Pontiac, Oldsmobile, Buick and GMC cars and trucks through July 7. “It’s like a license to steal,” the copy states, playing on the images of the vehicle plates on the previous page.

The ad also plugs the GM 24-hour test drive program, which the automaker is continuing through July 27 as originally announced, the GM representative said. TV spots created by McCann for that promotion, which began May 1, continue to run as well.

“We’ve been pleased with consumers’ and dealers’ response to our May marketing program,” said John Smith, group vice president of GM North America vehicle, sales, service and marketing, in a statement. “While we’ve made some modifications, this marketing program, in combination with our ’24-Hour Test Drive’ and ‘GM in the Driveway’ programs should position us well for the summer selling season.”