Buick is promoting its Regal sedan through a new integrated campaign that is being executed under the auspices of a partnership the automaker has made with Time Inc. Advertising Sales & Marketing
and Time Warner Global Media Group.
The program makes Buick sponsor of "40 Under 40," a cross-title editorial package that takes a Fortune Magazine staple to six other titles: Entertainment
Weekly, Fortune, Golf, Sports Illustrated, Time and American Express Publishing's Food & Wine. The idea is that each of the magazines will extol the virtues of under-40's in their vertical.
The publisher says campaign will exceed 100 million consumers across print, online and social media venues. Besides promoting Regal, Buick is using the program to further its cause marketing effort
"Buick Driving Good."
The editorial appear in the magazines as a Regal-branded gatefold with one of the ads readers to a the Buick Driving Good: 40 Ways in Under 40 Minutes Facebook page,
which suggests 40 ways people can make a difference in their communities. Buick says that for every "like" received on Facebook, the automaker will donate $1 up to $40,000 to Feeding America, a
national food bank.
Buick will also advertise Regal across CNNMoney.com, EW.com, Foodandwine.com, Golf.com, SI.com, and Time.com, and the companies say Buick will be the official auto sponsor
of a Fortune Magazine event celebrating its 40 Under 40 honorees in New York City on Oct. 19.
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