It didn't take much prodding to get Chevrolet to sponsor the figure-skating production 'Grease on Ice.' Chevy knows 67 percent of those who watch figure skating are women. That's why it has had a national sponsorship with the U.S. Figure Skating Association since 1994.
When producers of the show went looking for sponsors, Chevy didn't hesitate to skate in with its Cavalier and Malibu, both big sellers to women and families.
'You have good targeted areas there, and you're getting into the heart of where women watch sports,' said Dianne Hemminger, Cavalier's assistant brand manager for marketing.
Added Lew Elbert, Malibu brand manager: 'It enables us to reach out to families through a unique venue and create a more vivid awareness of our brand.'
Chevy got the idea to sponsor 'Grease on Ice' from the media department at Campbell-Ewald, the division's ad agency. The deal connects Chevy's name to the show and supplies the division's regional managers and dealers with tickets and backstage passes to use for marketing purposes.
The show started Nov. 13 and runs through April in 40 cities, including Philadelphia, Detroit, Dallas, Houston, Los Angeles and Chicago.