Buick Regal Sponsors "Working Mother of the Year" Award
9 April 1999
FEATURE/Buick Regal Sponsors "Working Mother of the Year" Award
NEW YORK--(BUSINESS WIRE FEATURES)--April 9, 1999--"Supercharged Family" Campaign
For the third consecutive year, Buick's Regal brand will be the presenting sponsor of WORKING MOTHER magazine's 1999 Working Mother of the Year award.
The award, currently in its 11th year, honors a working mother who, while balancing the demands of job and home, affects the lives of others by advancing the cause of work and family issues. This year's winner is Beth Garcia, owner/director of Manhattan Kid's Club, a daycare center located in New York.
"We are pleased once again to have Buick Regal as the event sponsor of Working Mother of the Year," according to Jay MacDonald, Founder and Chief Executive Officer, MacDonald Communications Corporation, publisher of WORKING MOTHER magazine. "Buick Regal through its "Supercharged Family" campaign has taken an active role in discovering innovative ways to help women balance their careers and family and achieve their goals in business and life."
WORKING MOTHER magazine and Buick Regal will honor the 1999 Working Mother of the Year at a breakfast event held at the New York Palace Hotel on April 8, 1999. More than 250 women will be in attendance including representatives of local and regional women's groups; WORKING MOTHER subscribers and guests of Regal Buick; as well as a group of young women from a New York City high school representing the working women and mothers of the future. At this event, Buick Regal will present Ms. Garcia with a one-year lease of a Buick Regal.
In addition to the award program, Buick Regal has effectively integrated its sponsorship role into its advertising efforts. Throughout the year Buick Regal profiles other Working Mother of the Year nominees, now known as "Buick Moms," in their advertisements.
"It is well-known among marketers that 85 percent of women 'disconnect' from advertising," according to MacDonald. "However, recent studies show that women know when a company is making a special effort to speak to them and will go out of their way to do business with such companies. Buick Regal's branding efforts are right on target and demonstrate that they truly understand women's interests and needs," continued MacDonald. After the first year of the program, a survey of WORKING MOTHER readers showed that unaided recall increased 79 percent as more and more readers identified the Buick Regal as the car for women and families."
Along with effective marketing comes an excellent product which remains the primary reason for the success of Buick's Regal division in recent years. "We have a car that is designed to help supercharged mothers balance family and career as well as inject some fun into their lives," according to Regal Brand Manager Mark Hines. "That's why we've dubbed Regal "The Official Car of the Supercharged Family." Since Regal has more standard safety features and more power than any car in its class, Hines says its evident Regal achieves a balance of being well-suited for families and fun to drive. "Our sponsorship of the Working Mother of the Year is a perfect fit for the Buick Regal and our efforts to reach out to women and families."
WORKING MOTHER magazine is the Voice of Authority for America's career-committed working mothers. Founded in 1979, the magazine offers emotional, intellectual and practical support to women who have chosen to raise families while pursuing careers. The magazine's annual ranking of the "100 Best Companies for Working Mothers" has helped define WORKING MOTHER as the nation's expert on the work/family revolution. Editor-in-Chief Judsen Culbreth is a spokesperson and advocate for workplace, lifestyle and child care issues. In addition, Culbreth is the Work/Family Contributing Editor for NBC News "Today" show.
