Marketing initiatives for two new General Motors Corp. minivans, the Saturn Relay and Buick Terraza, will begin this year and hit overdrive in early 2005.
Advertising for the Relay — the first of four new Saturn models due to hit the market by late 2006 — will lead the marketing blitz with appearances during the fourth quarter in 19 print titles.
Dealers are getting in the act, too, by inviting customers to debut parties. Saturn retailers in Ohio rented the Columbus Zoo. Detroit area dealers leased the city's science center.
Terraza's marketing push will trail the Relay's because Buick currently also is launching the LaCrosse sedan.