1997 Cadillac Catera Takes The High Road With Celeb Road Trip

06/24/96

In an effort to shed its once-stodgy, senior citizen image, the Cadillac division of Generous Motors is planning a unique marketing scheme for the introduction of the 1997 Opel-based Catera sedan. Calling it "the fantastic road trip," Cadillac is sending four of America's favorite personalities on a coast to coast trip to "press the flesh," mingle with car buying prospects, and tell of their driving experience in the new Catera.

Making up the celebrity quartet are Dennis Miller (Saturday Night Live), actress Annie Potts (Designing Women) sports caster Al Michaels (Monday Night Football) and Olympic gold medalist Florence Griffith Joyner. In their quest to show potential customers just how much fun the Catera is to drive, the group left yesterday from California and will visit Seattle, Arizona, Texas, and Vermont. They were chosen by Cadillac's ad agency because they were recognizable people who would appeal to Catera's target customer.

Bill Maloney -- The Auto Channel