BREUKELEN – Cadillac & Corvette Europe is launching its biggest ever marketing campaign to promote the launch of the Cadillac BLS in Europe. The multi-phase campaign begins with the introduction of the car at the International Motor Show (IAA) in Frankfurt and culminates with the Cadillac BLS appearing in showrooms from spring 2006. In addition to various above-the-line activities, the BLS campaign involves a dedicated Cadillac BLS website with numerous online possibilities and an intensive online banner campaign.
Dedicated BLS website
The dedicated Cadillac BLS website www.cadillac-bls.com goes online from 15 September 2005, to coincide with the introduction of the car at the International Motor Show (IAA) in Frankfurt. One of its most important features in terms of direct marketing will be the use of a game in which prospects are challenged to ‘unveil’ the Cadillac BLS and win exclusive prizes. This is an effective tool for acquainting consumers with the new car, not least because playing the game also stimulates visitors to ‘Tell a Friend’. As a further incentive, visitors will also be offered the opportunity to register for Cadillac’s Insider Program. Membership provides privileged access to the latest news on Cadillac and the Cadillac BLS.
Online banner campaign
The launch of the Cadillac BLS and its dedicated website will be supported by a pan-European online campaign. This will utilize high-impact banners, with everything from tandem ads to customized animations, to maximize exposure.
Dutch interactive marketing agency Bookmark has been assigned by Cadillac & Corvette Europe for the realization of the Cadillac BLS website and online campaign, as well as taking care of CRM and all other direct marketing activities. Advertising agencies Bühler & Partners (Frankfurt, Germany) and Chemistri (Detroit, USA) are responsible for the above-the-line activities. The first media campaign activities for the Cadillac BLS start by the beginning of next year.
The Cadillac BLS is specifically targeted at the European market, aimed at the premium mid-size segment. The four-door sedan offers Cadillac’s distinctive style language with sharply defined contours, characteristic wedge profile and a contemporary, elegant interior. As well as distinctive styling and luxury, the Cadillac BLS features ride and acoustic comfort among its prime strengths, along with dynamic driving performance from its front wheel-drive power train. The Cadillac BLS will also make Cadillac brand history as the first model to offer a turbo-diesel engine, a prime requirement in European markets, alongside the choice of three gasoline power units.
Cadillac is in the fast lane to success world-wide. Following the launch of a string of new models including the sedans CTS and STS, the XLR roadster, the SRX crossover, the Escalade and now the BLS, is rapidly being identified as a stylish new option for premium car buyers around the world.
PATRICK KRAHE Sales Manager – AUTOPOLIS US
