DETROIT -- Chevrolet, seeking to reboot its approach to local and regional advertising, doesn't need to look far for a playbook that works.
The template for Chevy's next regional, or Tier 2, advertising direction could come from sister brand Buick, Chevrolet's global chief Alan Batey said in an interview.
Batey likes the alignment between Buick's national advertising campaign -- people who can't believe that the sleek Regal or Encore under their noses is a Buick -- and the regional commercials that use the same theme to advertise the latest offers.
"We want to have all of our advertising have a certain look and feel, so the Tier 2 spots sort of play off" Chevy's national advertising, Batey said.
"What Buick has done this year is a good example, with an umbrella ad that is then pulled down into Tier 2 to focus on specific products," he said. "Going forward, I want to see that linkage between our Tier 1 and Tier 2 advertising."