Buick is launching its campaign for the 2011 Regal throughout July. The campaign continues the “New Class of World Class” theme initiated with the LaCrosse launch last year. Central to the campaign is a major emphasis on digital, social and mobile activities, including an MSN homepage take over on July 14 and sponsoring the Wall Street journal iPad app. Print and TV are also a part.
Consumers will also be able to access an online aggregator called “Moment of Truth” (URL still to be determined), which will house a virtual library of Regal stories and reviews from third parties and other customers. The site will allow them to engage and share their opinions about the Regal.
For individuals who want to experience Regal first-hand, a 10-city test drive program will be conducted later this year, where up to 12,000 non-Buick owners will experience the brand and be given the opportunity to drive the all-new Regal.
Complementing these non-traditional activities is a large mass media plan. Television advertising will appear in both network (prime, late night, and sports, etc.) and cable original programming, appearing on such networks as Discovery, Travel Channel, and Food Network in July.
Print will run in weeklies such as Entertainment Weekly, People, and the Week beginning in early July, as well as in monthlies like Esquire, Smart Money and Wired. For added impact, double page newspaper ads will run in the major national newspapers (Wall Street Journal, USA Today and New York Times) on July 14th. Additionally, outdoor advertising will be highly visible in 10 key markets starting in mid-July.