Traveling road shows and TV spots will bring Volvo's new V70 wagon into the lives of U.S. consumers this spring.
The $5 million ad campaign for the new car will bow in April and will fall under the 'Volvo For Life' theme. Bob Austin, marketing communications manager for Volvo Cars of North America, says 80 percent of the V70's advertising budget will be spent on TV, primarily cable channels such as Discovery, CNN, ESPN and Arts & Entertainment.
The road show, which will hit Volvo's top 20 markets, will be displayed in the parking lots of family-oriented attractions such as theme parks and science museums. The program will run until mid-September and will include test drives, displays and a short film on families. Those who attend the Volvo presentation get a ticket to the museum or zoo hosting the event. Austin said the road show will cost about $1 million.
He says the demographic target for the V70 will be couples in their early 40s who have children and annual household incomes in the $100,000 to $120,000 range.