Hyundai Genesis wil break into luxury market.

24 06 2008

Hyundai will hit the luxury market with a July-through-fall marketing campaign to support its first true luxury car, the Genesis. The campaign, said to cost around $80 million, is Hyundai’s largest effort to date.

You’ll see the spend on national TV, with Internet, print and Jack Morton Worldwide handling the grassroots and events vehicle marketing filling in. Hyundai, with creative by Goodby, will support “NFL on Fox” and the “24” prequel. Product placement on “Grey’s Anatomy” and CNN will see Hyundai as the automotive sponsor of its election coverage. This new launch will be part of Hyundai’s “Think About It” corporate campaign that was launched last year.

Because its 2008, Hyundai has added onto the campaign a digital CRM plan including social marketing, online chat, viral marketing, a Genesis-specific owner website and a Genesis-specific welcome kit. The money is there, all the pieces to a bigtime launch are there, yet Hyundai will still combat the notion that it’s a small manufacturer of econo-cars with little value. (Only 2/3 of that are true).

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