General Motors Cuts Through Traffic in RedEye

CHICAGO, Feb. 5 -- Built for speed, the RedEye edition of the Chicago Tribune proved the perfect vehicle for General Motors in the buildup to the Chicago Auto Show, Feb. 6, 2004-15.

RedEye's Feb. 5 Auto Show special section carried General Motors as the exclusive advertiser, featuring the auto manufacturer in an eight-page, four- color pullout. The advertising "roadblock" also excluded non-GM auto dealers and manufacturers from advertising in the main edition of RedEye.

Also part of the agreement: promotional materials featured Buick, Cadillac, GMC, Hummer, Chevy and Pontiac brands on more than 1,200 RedEye newspaper boxes; additional promotion at 85 RedEye distribution points in Chicago, with GM-themed scripting provided to RedEye hawkers.

"RedEye readers are influencers and trendsetters. By owning a section of RedEye for a day, General Motors gained tremendous access to a highly targeted audience," said John O'Loughlin, RedEye General Manager.

"We explored a number of promotional opportunities to separate ourselves from the pack leading up to the Chicago Auto Show," said Eileen M. Healy, General Motors North Central Region General Manager. "RedEye's street presence and ability to deliver our message through non-traditional marketing channels, plus their reach with a young, urban audience was a perfect fit with our own strategies."

RedEye, an edition of the Chicago Tribune, is on sale weekdays throughout the city of Chicago. RedEye includes a daily dose of content from metromix.com, Chicago's premier online guide to dining and entertainment. For more on RedEye, visit www.redeyechicago.com .