Cadillac launches large-scale marketing drive for BSL range

by Julia Pearlman, Brand Republic 02-Nov-05, 07:00

LONDON - Cadillac & Corvette Europe has launched a major European marketing push to launch the new Cadilac BSL, which features a direct marketing promotion with a trip around the world for two up for grabs.

The campaign, which also includes comprises above-the-line activities and an online banner campaign, has been developed to promote the launch of the new car in showrooms across Europe from spring 2006.

The Cadillac BSL is being targeted as the stylish alternative for premium car buyers throughout Europe.

Dutch-based agency Bookmark has been appointed to create the website at the centre of the campaign as well as other online activity, CRM and all other direct marketing work.

Advertising agencies responsible for the above-the-line activities are Buhler & Partners for Frankfurt and Germany, and Chemistri in the US.

The dedicated website has been created to let consumers know about the new car and gives visitors the opportunity to "Tell a friend".

As a further incentive, visitors are invited to register for Cadillac's Insider Programme, which will offer consumers the latest news on Cadillac and the new Cadillac BSL.

The first media campaign activities for the new car will start at the beginning of the year. Cadillac BSL will be the first model from the American brand to be manufactured in Europe.

Cadillac has recently launched a string of new models in Europe including the CTS and STS saloons, the XLR roadster and the SRX all-wheel-drive estate car.

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