General Motors Sponsors Brown Sugar Movie Premiere In NYC
October 7, 2002General Motors Sponsors Brown Sugar Movie Premiere In NYC
NEW YORK - General Motors is the exclusive automotive sponsor of the movie premiere Brown Sugar starring Taye Diggs and Sanaa Lathan. The event will be held tonight at New York City's historic Ziegfield Theatre, attracting "A" list celebrities, fans from NY's Hot 97 radio contest, DJs, media and other opinion leaders.
"We are excited to be a part of the Brown Sugar premiere and illustrate how we are evolving our marketing techniques to resonate more effectively with diverse consumers," said Miriam Muléy executive director of GM's Center of Expertise on Diversity and Growth Markets. "In fact, we started the GM Center of Expertise to change the way General Motors listens and responds to our customers in a culturally relevant way and our presence here is a direct result of those efforts."
By participating in events like the Brown Sugar premiere, it gives General Motors a great opportunity to show off its "must have" products like the Pontiac Vibe, Cadillac Escalade, EXT and CTS and the new HUMMER H2 to a diverse group of consumers. The event will reach out to the urban youth audience and show off GM's aspirational as well as relevant vehicles. A number of celebrities will be transported in Cadillacs and HUMMERs while everyone at the premiere will get an up close and personal look at the Pontiac Vibe on the red carpet.
"The Brown Sugar movie premiere is the ideal venue to highlight the Pontiac Vibe as a vehicle designed for the young, trend-setting buyer who is looking for the next thing," said Chris Robinson, director of youth marketing and sales for General Motors. "Self-expression and individuality have been consistent themes in our conversations with young buyers and we feel that Vibe was specifically designed for this target."
The all-new Pontiac Vibe is the newest Pontiac entry and went on sale earlier this year. Vibe is a sporty exciting expression of fun and flexibility in an affordable compact package. Uniquely combined, Vibe defies the traditional vehicle classification. It offers a spacious interior in the guise of a compact car, and the features of a sports car, sport wagon and SUV all at the same time.
The H2 is the first extension of the HUMMER family adding a slightly smaller vehicle with broader appeal to the line-up. H2 takes the rugged characteristics of the H1 and refines them, adding more creature comforts while maintaining off-road leadership.
This year, Cadillac launched the entry-luxury CTS sedan, an enhanced Escalade and Escalade EXT. For a century, Cadillac has been known for breakthroughs such as the self-starter, the first mass-produced V8 engine, the first high-volume car to be designed by a stylist and the first mass-produced vehicle stability system. Cadillac's tradition of pioneering technical advancements with real customer benefits continues, with technology such as Night Vision, OnStar, XM Satellite Radio and Magnetic Ride Control, the world's fastest-reacting suspension.
General Motors , the world's largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. More information on GM can be found at www.gm.com.
