• by Fern Siegel , April 18, 2022

Kia America has geared up for a multichannel marketing campaign to promote its 2023 Kia Sportage subcompact SUV.

Larger and more fuel-efficient than previous cars, this fifth-generation model includes a number of firsts, including an available dual-panoramic curved digital display, a new 2.5-liter I-4 engine with new 8-speed automatic transmission and targeted 187 HP.

The campaign includes broadcast, print, out-of-home and digital components, as well as a partnership with Sea Turtle, Inc., a Padre Island, Texas-based nonprofit dedicated to the conservation of the endangered sea turtle population.

Called “Make More Good, the campaign centers on a 30-second TV spot, “Beachcomber,” that highlights a Sportage X-Pro driver hitching a drag rake to the car, then collecting trash from the beach. As the driver looks back at the waves, sea turtles head to the beach to nest in the sand. A voiceover says: “Make more good, in the all-new Sportage X-Pro.”

“The inspiring message is clear — to live in the world we want to, we all must be a part of making it a better place. With hybrid and plug-in hybrid capabilities added to the all-new Kia Sportage lineup, we all can make a whole lot of good,” said Russell Wager, vice president, marketing, Kia America.

In this instance, he said, it is helping the eco-org “strive to save these majestic creatures.”

The Sea Turtle alliance is part of the automaker’s Accelerate the Good initiative, encouraging its customers to do good works.

Wendy Knight, CEO Sea Turtle, Inc., credits Kia’s donation and awareness to ensuring the issue “will endure for years to come.” In 2021, Sea Turtle, Inc. rescued more than 5,600 sea turtles.

A plus for American workers: Sportage trims will now be assembled in the U.S at Kia's manufacturing plant in West Point, Georgia.