Kia Motors America has rolled out a new national brand campaign featuring the company’s new tagline, “Make Every Mile Count.” Created by davidandgoliath advertising of Los Angeles, the campaign
includes four new TV spots, two of which will support the launch of the all-new 2003 Kia Sorento midsize SUV in October. The new tagline and campaign will reflect Kia’s updated positioning as an
alternative to the more expensive imports. The new creative is designed to communicate Kia’s updated positioning while continuing to highlight the company’s 10-year/100,000-mile warranty. Kia kicked
off its launch of the 2003 Kia Sorento by sponsoring an integrated promotional test-drive campaign orchestrated by davidandgoliath in conjunction with New Line Cinema and East/West Creative. Consumers
were urged to visit their local Kia dealership and test drive any new Kia to receive a certificate for a free copy of New Line’s Oscar-winning film, “Lord of the Rings: Fellowship of the Ring” on DVD
or VHS.
