04-18-2005, 11:35 PM
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Hummer 3 Hype: GM puts heavy mileage in H3 advertising
Though it's not on car lots yet, the Hummer H3 is already racking up substantial advertising mileage.
Hyped in Sports Illustrated's annual swimsuit edition and in Men's Journal, the H3 is getting much more paid publicity than the locally produced Colorado and Canyon. Academy Award-winner Jamie Foxx strutted in front of an H3 at a GM fashion show leading up to the Oscars. In Anaheim at the California International Auto Show, Hummer hosted a concert for 1,500 Hummer owners; the Black Eyed Peas shared the stage with an H3.
"Even though GM is proud of the Canyon and Colorado, the Hummer is their bellcow," said Ron Viskozki, vice president of Williams Creative Group in Shreveport. "It's the one thing GM has that the competition doesn't have anything close to that they can counter with. So they're really pushing it and pushing it hard to the male crowd to get it on their brain that, even though it's pricey, it is the unmatched maximum testosterone vehicle to have."
"Hummer is going for a 'Harley-like' marketing strategy in that it's a 'lifestyle' vehicle," said Donna McLallen, spokeswoman for GM Shreveport Operations. "Like Harley, there are all sorts of Hummer accessories for not only the vehicles but also for their owners. There is Hummer footwear, a Hummer Gibson guitar, Hummer bicycles, just to name a few products."
Source: Shreveport Times
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