Mazda's focus for car launch is online

IRVINE, CA: Mazda North American Operations will take a "wait and see" approach to PR efforts to support its newest vehicle, the Mazda CX-7.

IRVINE, CA: Mazda North American Operations will take a "wait and see" approach to PR efforts to support its newest vehicle, the Mazda CX-7.

The company this week launched a promotion with Google Earth, "The Mazda CX-7 Earth Search Sweepstakes," developed collaboratively by its AOR Doner, and adjunct agencies Proxicom, and Sarkissian Mason.

The effort, running through June and dangling a new CX-7 and other prizes, lets consumers search the globe online for the vehicle.  The venture will be promoted via print, and online.

Jay Amestoy, VP public and government affairs, said Mazda will hold off on launching PR tactics.

"We want to gauge and see what type of reaction we get online, based on that, we'll determine what PR efforts we take," Amestoy said. "If we don't get much response from a PR standpoint, then we may have to get in and try and support it through some different activities that you can't do from the buy-in side of the media."

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