November 13, 2003

GM launches major ad blitz in Quebec

Montreal, Quebec – General Motors of Canada launched a major advertising campaign in Quebec on Wednesday designed to promote six new Chevrolet vehicles: the Aveo, Optra, Epica, Malibu, Colorado and SSR.

“With average annual sales of close to 100,000 vehicles in Quebec, General Motors is the leading auto company in the province,” said Steve O’Reilly, Quebec Zone Manager, General Motors of Canada. “We are confident that these new Chevrolet vehicles will win the hearts of Quebecers.”

To promote these new vehicles in Quebec, the Cossette Communication Group, GM of Canada’s agency of record in Quebec, orchestrated a convergent communication campaign in all the major media outlets in Quebec including television, radio, print, billboard and Internet.

“We assembled a multidisciplinary team of experts from the fields of advertising, promotion, web, special events and public relations,” said Suzanne Sauvage, President of Cossette Montreal. On Wednesday, the company aired seven new TV spots including a simultaneous broadcast at 10 p.m. on all major Quebec networks; more than 14 radio stations broadcast radio spots at the rate of two to three times per hour; 700 billboards went on display; 3.35 million Internet impressions reached 750,000 visitors; and 1.5 million inserts appeared in every daily newspaper in the province.

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