DETROIT: General Motors is in the midst of a review for the launch of its 2012 Chevy Sonic, which replaces its Aveo product, confirmed Terry Rhadigan, director of regional communications at the company.
The review, taking place this month, is for a year-long project with a budget in the high-six-figure range, he said.
The company invited its current roster of agencies to pitch for the business, including Weber Shandwick, MSLGroup, Fleishman-Hillard, Paine PR, and Mullen.
"We have a really good stable of agencies that have purchase orders so we think we will get really great thinking," he said.
He added that the firm will be responsible for a two-pronged strategy: to build pre-launch buzz prior to its availability, and then to get consumers into the vehicles once they're produced in the late summer or early fall.
This is a "big deal" launch, he said. "We build buzz mostly through allowing people to see, crawl around in it, and look at it."