Fiat to launch its first national ad campaign in the United States

Article by Christian Andrei, on June 24, 2011

As part of Fiat’s first national ad campaign in the U.S., there will be a series of special events that will be kicked off on July 4 with the celebration of the 54th anniversary of the original Fiat 500. Laura Soave, the head of Fiat North America, said that the company is “confident” about doing a national launch and setting up the network to support the traffic.

To promote the Fiat 500 subcompact, Fiat has been organizing special events, as well as using dealer advertising and the Internet. Soave didn’t provide specific details with regards to the campaign. Fiat currently has 70 dealers operating in the U.S.

This means that it’s a long way off before it reaches its target of opening 130 dealerships by the end of the year. Fiat has also revealed that it has named a digital advertising agency, the 72andSunny of Santa Monica, Calif. to be its digital ad agency of record.

Soave said that 72andSunny will team up with the European digital agency Domino to manage digital marketing for the brand worldwide. She said that Fiat USA will be redesigning its Web site with this new agency.

Recently, Fiat has enhanced the regional advertising support for dealers. Fiat is giving them several print ads and radio and TV spots that can be customized to individual markets. Previously, Fiat’s U.S. dealers worked on their own advertising and used it on their respective local TV stations and billboards and in newspapers after getting Fiat officials’ approval.

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