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June 2, 2005

Chevrolet Continues to Reach Asian Audiences with New Era Campaign

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DETROIT – Chevrolet is continuing its outreach to the Asian community by extending its New Era/Revolution advertising campaign with the introduction of a new in-language ad and the launch of an industry-leading Chinese website. Chevy will also continue its unique in-store grocery campaign begun last year.

The new website — www.chevy.com/chinese — takes Chevrolet into a pioneering position by offering an in-language site not matched in the industry. The site went live in April and offers detailed product information in Chinese. No other automaker offers such a comprehensive site.

Maria Lee Rohrer, Chevrolet manager for Diversity Advertising and Promotional efforts, said it’s critical for Chevy to reach out to the Asian audience in an applicable, genuine way.

“The U.S. is a mosaic, filled with diverse people and remarkable cultures,” Rohrer said. “Chevrolet is part of the fabric of the American mosaic, and we must do our best to reach all our nation’s people in a culturally relevant way. That means reaching this audience with the right promotions in the right language.”

Rohrer said Chevrolet is stepping up its efforts to reach Asian consumers in a number of new ways. For example, GM’s call center in Portland, Oregon launched a Chinese toll-free number with six fully trained bilingual staff members who speak Mandarin. The toll-free number is 1-866-801-8011.

Chevy’s newest Chinese television spot launches this month with two versions of a Cobalt ad. The first is in Chinese to target in-language audience, and the second version is in English to target second generation Asian Americans. The spots will run in New York, LA and San Francisco on appropriate programming. In New York, the spots are targeted for Sino Vision TV and Sino TV; in LA they will appear on KSCI-Ch 18, Power TV, the Jade Channel and Phoenix TV; and in San Francisco the spots will run on TSF and Jade TV. In addition, Chevy is running the spots on the International Channel and Phoenix TV on the National satellite.

The effort works within the context of Chevrolet’s “An American Revolution” Campaign and offers Chevy a chance to create special promotions. This is the second year the division will host in-grocery store vehicle promotions featuring signage and static vehicle displays. The promotions are planned for weekends throughout the summer in Asian grocery stores located in the same target cities as the television spots.

Last year Chevrolet released a spot called “Dream,” featuring the Malibu Maxx. The dream spot has received acclaim, earning Telly Awards in the automotive and art direction categories, as well as an award from the Asian American Advertising Federation. Chevy’s intent for the future is to look at other Asian language opportunities such as Korean, Vietnamese and Asian Indian.

Chevrolet is a division of General Motors (NYSE: GM), the world’s largest vehicle manufacturer. GM designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. GM employs about 350,000 people around the world.


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Edited & Posted by the Editor | 10:44 AM | Link to this Post






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