Chevrolet is launching ads for the 2000 Suburban in Texas, the sport-utility's biggest market. The campaign goes national next year with different creative work.
Chevrolet expects that as many as 27 percent of all Suburbans sold this year will be sold in Texas, said Steve Ramsey, the vehicle's brand manager. One out of two Suburban owners in Texas trade in the sport-utility for another one, he added.
'We are paying tribute to Texans' in the ads, said Ramsey, a native son.
Chevrolet will spend 'considerably more' on advertising the Suburban in 2000 than this year, he said.
The division spent $10 million on the sport-utility in the first half of 1999 and $19.2 million for all of 1998, according to Competitive Media Reporting.
Ad agency Campbell-Ewald of Warren, Mich., developed a dedicated 30-second TV commercial for Texas, as well as a newspaper spread and 12-page magazine insert.
The TV spot, which breaks Dec. 14, ties the sport-utility's 65-year history to various events and places in Texas. For example, a 1936 Suburban is shown with that year's state high-school football title winner.
'We tried to acknowledge we know Texas, and we know where Texans are going,' said Joe Puhy, the creative director on the Chevrolet truck account at the agency.
The tag line is 'The best Suburban yet.'
For decades, the Suburban was the biggest sport-utility, but now Ford's new Excursion - 7 inches longer - has that title.
Kurt Ritter, Chevrolet's general marketing manager, said the Suburban is 'just the right size - and, more importantly, garageable.'
Ramsey said he's not too concerned about the Excursion.
'Women, the primary drivers of Suburbans, tell us the Excursion is just too big,' he said.
Until this model year, GM marketed a Chevrolet and a GMC Suburban. But GMC's similar sport-utility is now called the Yukon XL.