Cadillac plans to kick off its advertising campaign for its new XTS with a bang, as the company bought commercial spots during the TV coverage of the much-popular Kentucky Derby on May 5. Cadillac plans to use the commercial as a platform to launch further marketing programs for two new models. The TV commercials, which will feature the XTS large sedan, are scheduled to start rolling out into showrooms in June.
According to Cadillac vice president of marketing Don Butler, speaking during the New York auto show last week, the Kentucky Derby ads will be then followed by more commercial spots during the U.S. Open golf tournament later in June. The company will then be conducting a larger advertising campaign for the ATS compact sedan, which would be rolled out in late summer. The TV commercials will debut during the London 2012 Olympic Games, scheduled to begin in July 27.
As to why Cadillac chose to advertise during large sports events, Butler said that “sports properties work really well” for the company. According to Butler, the advertising of the two new cars will account for around 80% of Cadillac US advertising budget, with ATS getting a larger slice of the pie.
Butler noted that Cadillac is focusing more on the ATS compact luxury car since the company needs to etch a name among the compact luxury car makers like BMW with its 3 series.
Butler said that the ATS will be the company’s highest-volume vehicle and will become the face of the franchise. Butler expects the ATS to attract buyers who prefer compact luxury vehicles. According to Butler, the commercials for the ATS will show the car in high-profile settings around the world, but will not directly reference BMW's car.