Hyundai intends to launch a major brand advertising campaign during the early parts of 2012 in order to build on its current sales momentum. Steve Shannon, who is the marketing chief at Hyundai Motor America, wants to bring the brand higher than its current design-focused and value-centered image.
According to Shannon, the campaign will center on safety, qualityand engineering credentials. This advertising endeavor will begin on the Feb. 5 Super Bowl broadcast and run through 2012. The campaign will consist generally of digital and TV advertising that focuses on the "how" and "why" behind Hyundai vehicles' features and technology.
The company also has a new advertising in the works for seven redesigned or new vehicles which go on sale from now and the end of 2012, says Autonews. It is also presenting sponsor of ESPN's "Thursday Night College Football Live" for seven weeks this season. According to Shannon, ad spending will increase in 2012 by a "healthy increment." However, he declined to explain.
Shannon was tapped to lead the U.S. marketing and advertising efforts for Hyundai in April after more than 25 years at General Motors most recently as executive director of marketing for Cadillac. Hyundai was one of three brands to boost U.S. sales in 2009. The company's sales were also up 21 percent through the first eight months of 2011 versus the industry's 11 percent gain.
Shannon shared that they have "pretty healthy demand right now, and that it is the right time to "step on the gas." He further stated that there is a real opportunity to evolve their messaging or add its messaging that is more at the brand level such as the meaning of the Hyundai brand. TV spots for the Veloster sporty coupe start this month. New spots for the Sonata Hybrid will follow in November, Shannon disclosed.