• Automotive News, Friday, June 24, 2011 10:45 AM

Fiat, whose U.S. office is in Chelsea, Mich., will launch its first national ad campaign. The effort includes special events on July 4th, the 54th anniversary of the original Fiat 500, said Laura Soave, head of Fiat North America.

Until now the brand, whose car in the U.S. is a sub-compact that would compete with vehicles like Mini Cooper, Civic and Ford Fiesta, has been using special events, dealer advertising and the web.

Fiat has 70 dealers in the United States, with 130 planned by year-end. Santa Monica, Calif.-based 72andSunny will be digital AOR, working with European agency Domino for global digital brand marketing. "Living Big Never Cost So Little" is a slogan the company has been using.

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