Whats the advertising plan for Regal?
We need to do product-focused advertising highlighting the technology of the vehicle and giving people a sense of how great the driving experience is. For Regal we will dial up creative a lot because it’s a performance sedan. We plan to launch TV in the middle part of the second quarter, around the July time frame. There will also be a major digital undertaking. One of things that remain a challenge is validation, because if people think of us as a brand that isn’t for them, they may need validation to convince them it is. Part of that is third-party validation. In the case of the Regal, we have a lot of good stuff written about it already. Q: So you will do a lot of TV advertising? A: We are going to buy some network TV, but we are going to try to find properties we can go deep with and really surround the consumer from a 360 perspective. I think we do a great job of that with GMC with things like their home-life platform. The same team is working on it for me at Buick, so we have to
