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July 28, 2006

Cadillac Introduces New "Life. Liberty. And The Pursuit." Marketing Campaign

Cadillac DTS
Cadillac DTS Car

Following one of the most talked-about marketing campaigns in automotive history and four consecutive years of sales growth, Cadillac is introducing a new marketing campaign that aims to reignite America’s love affair with the brand.

Cadillac Escalade
Cadillac Escalade Car

The new campaign carries the theme “Life. Liberty. And The Pursuit.” It showcases Cadillac’s relevancy to today’s luxury consumers and supports the next generation of Cadillac’s ongoing product renaissance. The new advertising will launch in early August and continue to roll-out throughout the rest of the year.

Cadillac is a division of General Motors (NYSE: GM).

“We have raised awareness and achieved good momentum with the Cadillac brand,” said Cadillac Global Marketing Director, Liz Vanzura. “But now it’s time to put a face on the brand and invite more consumers to experience what Cadillac has to offer.”

This new campaign, the first for Cadillac from Modernista! in Boston, is based on extensive consumer research that concluded that “Life. Liberty. And The Pursuit.” best communicates to consumers that Cadillac embodies the best of America, embraces the brand’s rich heritage, yet is forward looking and modern.

“Cadillac was, is, and will always be the American luxury automobile icon and symbol of success,” said Vanzura. “Our new advertising will showcase the brand’s rich heritage in an approach that is fresh and aspirational.”

“What’s great about the brand is that everyone has a Cadillac story to tell. The brand is ingrained within our culture. We’re looking to capture that optimistic, can-do American spirit in our work” said Gary Koepke, Creative Director & Co-founder of Modernista!

The fully-integrated campaign will include creative executions on national broadcast and cable networks (NFL weekend games, Monday Night Football, ABC & CBS College Football, Ryder Cup), premium positions in several core luxury and lifestyle print outlets (Architectural Digest, Conde Nast Traveler, GQ, Vanity Fair, Food & Wine and more) and an array of non-traditional, out-of-home, interactive and nationwide promotional activities. StumbleUpon reddit Facebook Google Plus Tweet This Seed This on Newsvine

Edited & Posted by the Editor | 7:31 PM | Link to this Post

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