Saab Relaunches Brand In U.S. Via 'Story Of'

January 31, 2011

Saab is launching a new campaign tonight via McCann Worldgroup Detroit's "Team Saab" unit.

The effort, "The Story of Saab," aims to relaunch the brand in the U.S. with an historical take on the brand's legacy. The TV, magazine, newspaper, out-of-home and online effort includes a social media vector aimed at Saab's fan base.

Victor Muller, head of Spyker, bought Saab in February last year after the brand was spun off by ailing GM.

Print ads, which started last week in The Wall Street Journal, will continue in shelter and high-end lifestyle books like Architectural Digest, The Atlantic, Food & Wine and Wired.