GM launches 30m ad campaign

General Motors is launching its new Frontera off-road vehicle with an estimated 30m pan-European advertising campaign.

The campaign will use the Vauxhall brand in the UK and the Opel brand in up to 21 other countries.

Developed by Lowe Howard-Spink, it consists of one 50-second TV ad to launch the car next week, followed by two abbreviated versions and press ads.

The initiative builds on prev-ious advertising for the old Frontera. Ads have been shot in Morocco and feature the world on a slant, with the Frontera horizontal due to its ability to climb slopes of up to 38.7 degrees. The tag-line for the campaign is: “See a totally new world in a totally new Frontera.”

Andrew Jones, Vauxhall marketing operations director, says consumers in the Frontera’s European markets all have similar characteristics – the desire to be adventurous and have an active lifestyle. The new ads have been tested in five European markets.

The first Frontera was launched seven years ago and initially did well, but sales have slowed recently. Vauxhall has invested more than 100m in the revamp. The new version has an improved engine, structure and interior. It will cost between 16,620 and 22,295.

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