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Old 08-12-2004, 08:50   #1 (permalink)
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US:Mazda Launches Full-Line Product Campaign

Mazda Launches Full-Line Product Campaign
- Michael Bay-Directed Ads to Break During Olympics -

The Auto Channel

IRVINE, Calif., Aug. 12 -- Designed to highlight the "emotion of motion" that encompasses its Zoom-Zoom philosophy, Mazda has unveiled an integrated full-line advertising campaign that will break during NBC's coverage of the 2004 Olympic Games from Athens, Greece. The campaign will focus on Mazda's expansive showroom that features 10 phenomenal vehicles. The full vehicle line is Mazda's most impressive to date, having won more than 130 industry and consumer awards world-wide, and offers something for every driver yearning to add a little Zoom-Zoom to their driving experience.

"Since the launch of the Zoom-Zoom philosophy in the summer of 2000, Mazda has been building toward a campaign of this magnitude," said Robert Davis, senior vice president, marketing and product development for Mazda North American Operations. "This campaign will build awareness that the strength of Mazda's showroom now matches our slogan, offering 10 unique vehicles all equipped with the soul of a sports car."

The full-line campaign has three major initiatives, including a broadcast and cinema component, print ads and an integrated promotion with Conde Nast. The broadcast and cinema component was directed by renowned motion picture director Michael Bay, who directed blockbuster action movies "The Rock," "Pearl Harbor" and "Bad Boys 2."

In broadcast commercials, actors experience various forms of Zoom-Zoom, from hang gliding and rappelling to hitching a ride on a bellman's luggage cart, demonstrating that Mazda realizes there can be Zoom-Zoom in everything we do. This emotion of motion is evident in every vehicle Mazda makes.

The print ads will similarly capture the essence of Zoom-Zoom featured in every Mazda vehicle by asking, "How do you want your Zoom-Zoom?" The ads will showcase all 10 Mazda vehicles in its layout.

The third campaign element involves a partnership with Conde Nast for an integrated promotion that will launch in the fall.

Mazda North American Operations (MNAO) is responsible for the sales and marketing, customer service and parts support of Mazda vehicles in the United States. Headquartered in Irvine, Calif., MNAO has more than 700 dealerships nationwide.
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