As part of its aggressive marketing campaign, Chevrolet is planning to host a campaign called the "Main Street in Motion,” a yearlong series of consumer test drives with dealers.
This campaign had officially begun with the ads placed in the World Series. JAccording to Chris Perry, Chevrolet's new vice president of marketing, the brand will hold weekend test drives in 28 cities starting in December.
The first event will be in Santa Anita, Calif., with customers being invited to drive various vehicles.
He said that Chevrolet estimates that in each weekend, about 2,500 drivers will test the vehicles. At a Chevrolet press conference in Detroit to preview the TV commercials, Perry said that the test-drive campaign will complement test drives that Chevrolet has already started during a few high-profile events, such as Major League Baseball's All-Star Game and NASCAR races.
Perry had transferred to Chevrolet from Hyundai in August. During the World Series, Chevrolet launched its new "Chevy Runs Deep" campaign.
These spots emphasize the connection that Chevrolet has played in significant moments in many Americans' lives, according to Joel Ewanick, General Motors Co.'s US marketing chief. [via autonews - sub. required]