To market its new G6 sedan to women, Pontiac is making nontraditional advertising deals with cable TV networks that appeal primarily to female viewers.
Pontiac gave away 276 G6 cars in September on Oprah Winfrey's TV talk show. The audience for that show is largely female.
This month, Pontiac became the presenting sponsor of "Cinematherapy," a movie anthology on the WE: Women's Entertainment network. Terms of the deal were not disclosed.
The automaker also is completing agreements with the female-oriented Lifetime and Oxygen networks, Pontiac advertising manager Mary Kubitskey says. She did not offer details.
Pontiac expects the G6 to become the division's largest-volume vehicle. It is using a two-pronged approach to appeal separately to male and female consumers. Pontiac is a major sponsor of NCAA telecasts of football and men's basketball games.
Arlene Manos, president of national advertising sales for Rainbow Media, which owns WE, says the network has "been pursuing the auto category." Rainbow opened an office in Detroit this year.
WE produced special segments featuring "Cinematherapy" hosts Lawrence Jansen and Megan Armitage, Manos says. The commercials portray the hosts taking road trips in the G6.
Pontiac probably will be back on WE next year, Kubitskey says. The network's efforts to produce untraditional, integrated campaigns makes WE "more attractive to advertisers, and it was great for us as well."
Adds Kubitskey: "It's always a challenge to think of what the next big thing is. Whereas 'Oprah' was a great one-time thing, I don't think we want to be the car division that gives away cars."