General Motors plans to take the celebrity route to promote its Chevrolet brand with trend-setting urban youth in Seattle, New York, and Miami, reports
Brandweek.The company has hired
Translation Consultation and Brand Imaging, a New York firm, to match stars with its auto models Chevy HHR, Cobalt, Aveo, and Equinox. Translation has married Jay-Z with Reebok, and Beyonce with Tommy
Hilfiger. The typical Chevrolet owner is age 46, and this effort is intended to court the 17- to-34-year-old male driver, officials said.
Read the whole story at Brandweek »
