Automaker Pontiac knows a good thing when it sees it. That's why the company has agreed to renew its sponsorship deal with "The Apprentice," adding a philanthropic angle that will no doubt benefit
the car maker's PR image as well. The deal calls for Pontiac, a General Motors Corp., brand, to donate $500,000 to charities nationwide that will be chosen by consumers who vote on a special Web
site. The American Cancer Society, Boys & Girls Club of America, the National Wildlife Federation, Special Olympics and St. Jude Children Research Hospital are among the charitable organizations
listed on the site. The promotion is connected to the show because the final two candidates in the running for Donald Trump's apprenticeship must create and run charitable events to benefit two
organizations--the World Wildlife Federation and the Leary Firefighters Foundation. Pontiac is using its airtime on the show to promote its Solstice and its new G6 Hardtop Convertible. As part of the
sponsorship, Pontiac also is giving consumers a chance to win a 2007 G6 Hardtop Convertible, as well as win a G6 for their charity of their choice. The promotion follows Pontiac's whopping success
last year with its first "Apprentice" sponsorship promoting its Solstice Roadster. Following the episode, consumers registered to buy one of 1,000 Solstices off the assembly line. As a result, the
special edition vehicle sold out in 41 minutes after the show went off-air.
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