• by Tanya Gazdik , June 3, 2016

Mazda North American Operations is launching advertising for the all-new 2016 Mazda CX-9, currently arriving at dealers.

The campaign focuses on the details of the three-row SUV and explains how they add up to a craftsmanship and quality that matter to those who care about driving, because “Driving Matters.”

The Mazda CX-9 is a significant shift in the product Mazda is producing and brings the premium feeling to a level never before experienced when inside a Mazda, says Russell Wager, vice president of marketing, Mazda North American Operations.

“The customer for the Mazda CX-9 are consumers who are passionate about cars and driving,” Wager tells Marketing Daily. “They value the way the car looks, drives and responds to their inputs. They want a product that is better, not the most popular. They are discerning buyers with high quality and overall performance expectations.”

Mazda launched a 30-second TV spot over Memorial Day weekend and has begun to roll-out additional support through social media and national online advertising. Print will follow later this month. Additional support will come through traditional and digital out of home plans. 

Mazda will also produce content stories discussing why the Mazda CX-9 is the best-driving 3-row SUV on the market and the various details that go into building an excellent driving car. These stories will be told by way of video, articles and posts and will be housed in the CX-9 Content Hub on Inside Mazda.

“The all-new Mazda CX-9 is a significant model launch and our investment on the marketing campaign is enough to support it and similar to those we have made in recent years to launch the Mazda3 and Mazda6,” Wager says, declining to reveal the specific dollar amount of the campaign.

The company is using more upscale media and content to reach potential customers and are targeting families that need a three-row CUV.

“We are focused on showcasing the design, craftsmanship and driving experience of the CX-9 to separate us from the utilitarian CUVs that only focus on family functionality,” Wager says. “We have all the family functionality, but the true concept and benefit of the CX-9 is in the details of craftsmanship and best-in-class driving experience.”

h