---

Co-Marketing the Truth in the 'X-Files' and the Oldsmobile Intrigue

17 November 1998

IABC: Co-Marketing the Truth in the 'X-Files' and the Oldsmobile Intrigue

    MADISON HEIGHTS, Mich., Nov. 16 -- "The truth is out there,"
so says the popular "X-Files" movie and television series.  Learn the truth
behind how the hip "X-Files" property and the General Motors Oldsmobile
Intrigue mid-size car created a successful co-marketing and cross-promotional
conspiracy at the International Association of Business Communicators' (IABC)
meeting on Wednesday, December 9 from 11:45 a.m.-1:30 p.m. at the Hotel St.
Regis in Detroit.
    General Motors' launching of the all-new Oldsmobile Intrigue, in the
competitive mid-size car market, required a radical and memorable approach.
Jeff Roegner of Oldsmobile Public Relations will discuss how the Intrigue
automobile marketing strategy was created to reshape Oldsmobile's image and
take advantage of the popular "X-Files."  Roegner will also share Oldsmobile's
promotional strategies that saw Intrigues hanging from billboards, mysterious
commercials and "X-Files" expos in major U.S. cities.
    Roegner works in the public relations department for Oldsmobile, a
division of General Motors. A graduate of Central Michigan University with
bachelor's and master's in communications, he joined Oldsmobile in the summer
of 1997 after six years at Delphi Interior & Lighting.  In the last year and a
half Roegner has been concentrating on the Intrigue campaign.
    The lunch program will conclude with a question and answer period. The
cost of the program and lunch is $25 for IABC members, $30 for the general
public and $20 for students.
    International Association of Business Communicators (IABC) is a global
organization for communications professionals.  Its mission is to conduct and
publicize research as well as coordinate learning opportunities examining
critical marketing/communications issues to improve communications practices
in an ethical, effective and creative way.  The Detroit Chapter of IABC has
nearly 300 members.
    For reservations or details on IABC, call Nancy Skidmore, 248-546-5490.