GM follows up new quality ads with PR efforts across US

Detroit: General Motors is following its new ad campaign addressing quality with nationwide grassroots PR efforts.

Detroit: General Motors is following its new ad campaign addressing quality with nationwide grassroots PR efforts.

Plans include offering people the chance to test-drive their cars against GM products.

GM gained widespread media coverage for "The Road to Redemption" campaign, which talks about GM's previous quality problems. GM decided to tackle the issue head-on so it could show that quality has improved, said Peg Holmes, director of regional and marketing communications.

GM started the effort in mid-May by having C.J. Fraleigh, executive director of advertising and corporate marketing, speak to a meeting of the Detroit auto press association, an influential group of auto writers.

Gary Cowger, president of GM North America, held a May 28 press conference to discuss the new ads and demonstrate the level of commitment the company has to quality, Holmes explained.

Holmes said her first review of coverage showed the quality message was widely picked up.

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