Hyundai Integrates its Models With Key Television Shows

NORTH RYDE, AUSTRALIA – April 29, 2009: Hyundai’s Santa Fe mid size SUV is playing a key role as a Mobile Response Unit (MRU) in Australia’s favourite medical drama ‘All Saints’ on Network 7. The newly formed MRU is made up of the Santa Fe and a helicopter that will see exciting stories unfold in the new series. Art imitates life across the Tasman, where the real life emergency services in New Zealand are using the Santa Fe as a practical and efficient incident first response vehicle capable of performing in the extreme.

There has also been plenty of publicity leading up to the new season of Network 7’s ‘Thank God You’re Here’. Hyundai’s media agency Initiative identified this as a key property for Hyundai’s 2009 i30 campaign. Hyundai expects the show to deliver strong ratings, but more importantly the whole essence of the show ties perfectly into i30’s “Full of Unexpected Surprises” positioning. To truly maximise the value of the telecast sponsorship, specific 10 and 15 second “Thank God You’re Here” themed messages have been created to leverage the sponsorship and reinforce the i30s positioning for its target consumer.

To top it off, Hyundai has provided Grandeur luxury sedans and iMax 8 seat shuttles for transporting eliminated kitchen hopefuls in Network 10’s new season smash ‘Masterchef’’.

“We really see these shows as great opportunities to position our product within exciting television,” commented Kevin McCann, Hyundai’s Director of Sales and Marketing. “These are great examples of marrying our product positioning with likeminded media properties that will help us engage the right people at the right time.”