General Motors wants to introduce young urban drivers to its Chevrolet brand. GM has hired Translation Consultation and Brand Imaging to work with its traditional advertising agency, Campbell-Ewald, to help it on its way.
According to a report in Adweek, Translation, of New York, is charged with improving Chevrolet's image in underperforming urban markets, including Miami, New York, Seattle and Washington.
Mike Jackson, GM's vice president of North American marketing, told Adweek in a statement: "We believe Translation can help us continue to better differentiate our brands and connect with the trend-setting youth market. Translation has a proven track record in assisting major brands such as McDonald's, Reebok, Hewlett-Packard and others to better understand consumers and emerging trends."
Adweek said GM intends to court younger buyers with celebrity tie-ins, a specialty of Translation.
"Chevrolet is doing well, but it wanted to expand its contact with young adults," Translation CEO Stephen Stoute told the magazine.
GM told Adweek there is no specific vehicle or timeline tied to the campaign.
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