Mitsubishi is running a new advertising campaign to launch its redesigned 2014 Outlander crossover, backed by increased funds and wider coverage. The campaign, which revolves around the tag line "Find your own lane," is designed to help Mitsubishi become once again a player in the vehicle market in the United States.
The campaign, funded by a larger marketing budget for the current fiscal year, entails spots in national television as well as a return to network prime time for the first time since 2005.
Francine Harsini, director of advertising for Mitsubishi Motors North America, remarked that campaign is the brand's largest-ever digital advertising expenditure. Mitsubishi is estimated to have around $170 million as its marketing budget in the fiscal year that ends March 31, 2014.
The campaign's 30-second TV ad features a family in the Outlander travelling from Manhattan to the Mountain West, ending up on a scenic beachfront drive in Key West, Florida.
The spot will run more notably through September 2013, then less frequently through March 2014. According to Harsini, the advertising campaign is aimed at giving Mitsubishi a consistent presence on national TV rather than going blur for months after launching a product.
She told Automotive News that they are not going to “just launch and leave,” and they are going to have a “sustained plan." Harsini said the campaign has two main goals: first is to launch the redesigned Outlander and second is to "reinvigorate the entire brand."
The second goal could be harder to do as Mitsubishi is currently considered a marginal player in the US, accounting only for 0.4 percent of the vehicle market in the country. [source: automotive news - sub. required]