[staff]

2011 Buick Regal Advertising Campaign Launched

Buick is launching the first of several television commercials today as part of its advertising campaign for the 2011 Regal. The campaign launching throughout July uses both unconventional and traditional outlets to introduce Regal to a new consumer audience.

“The first of the Regal television commercials will allow consumers to discover the all-new Regal sports sedan’s German inspired engineering and performance,” said Craig Bierley, Buick advertising director. “The subsequent television spots and the advertising campaign will present the Regal in a range of mediums that will allow consumers the ability to draw their own conclusions on the vehicle.”

The first television spot for the Regal titled “Autobahn” celebrates the Regal’s design, engineering and performance, and features the voice of Kevin Bacon. Future commercials will tell the comprehensive story on the Regal and highlight the vehicle’s engine performance, driving dynamics, driver friendly personal technologies and sculpted interior design. Additional commercials will be released through the remainder of 2010.



Buick is launching its advertising campaign for the 2011 Regal throughout July in both unconventional and traditional outlets. The campaign continues the “New Class of World Class” theme initiated with the LaCrosse launch last year.

“We want consumers to discover the 2011 Buick Regal as a compelling performance sedan,” said Craig Bierley, Buick advertising director. “We are presenting the Regal in a variety of ways that are unexpected and providing relevant personal stories to allow consumers to draw their own conclusions about our newest Buick.”

Central to the campaign is a major emphasis on digital, social and mobile activities, including an MSN homepage take over on July 14 and sponsoring the Wall Street journal iPad app.

Consumers will also be able to access an online aggregator called “Moment of Truth” (URL still to be determined), which will house a virtual library of Regal stories and reviews from third parties and other customers. The site will allow them to engage and share their opinions about the Regal.

For individuals who want to experience Regal first-hand, a 10-city test drive program will be conducted later this year, where up to 12,000 non-Buick owners will experience the brand and be given the opportunity to drive the all-new Regal.

Complementing these non-traditional activities is a large mass media plan. Television advertising will appear in both network (prime, late night, and sports, etc.) and cable original programming, appearing on such networks as Discovery, Travel Channel, and Food Network in July.

Print ads will run in weeklies such as Entertainment Weekly, People, and the Week beginning in early July, as well as in monthlies like Esquire, Smart Money and Wired. For added impact, double page newspaper ads will run in the major national newspapers (Wall Street Journal, USA Today and New York Times) on July 14th. Additionally, outdoor advertising will be highly visible in 10 key markets starting in mid-July.

[BuickDude]

What's interesting to note is how they placed an emphasis on performance in that commercial, along with its Germanness.

[JaCkFM]

BuickDude, on 13 July 2010 - 04:29 PM, said:

What's interesting to note is how they placed an emphasis on performance in that commercial, along with its Germanness.

Buick is def on the road to replacing where Pontiac left off. I will still miss Ponitac. Heck, at least they were in the mind of consumers here. Buick has LONG road that will be years long. This is a good start though.

[BuickDude]

JaCkFM, on 13 July 2010 - 06:43 PM, said:

Buick is def on the road to replacing where Pontiac left off. I will still miss Ponitac. Heck, at least they were in the mind of consumers here. Buick has LONG road that will be years long. This is a good start though.

A 4-cylinder, punchy Regal Turbo, GS or whatever it's called fits its size nicely. It would be nice to see a RWD V8 Buick take over the G8's spot though.

[JaCkFM]

BuickDude, on 14 July 2010 - 09:54 AM, said:

A 4-cylinder, punchy Regal Turbo, GS or whatever it's called fits its size nicely. It would be nice to see a RWD V8 Buick take over the G8's spot though.

I doubt you're going to see an Invicta or Wildcat. With Buick's new stated mission, I think you're likely to see a Riviera before others.

[BuickDude]

JaCkFM, on 16 July 2010 - 08:00 PM, said:

I doubt you're going to see an Invicta or Wildcat. With Buick's new stated mission, I think you're likely to see a Riviera before others.

Buick will need to adopt a performance group if they are going to compete with other world class brands. I bet you'll see more GS models pop up.

[bugsy]

BuickDude, on 20 July 2010 - 08:33 PM, said:

Buick will need to adopt a performance group if they are going to compete with other world class brands. I bet you'll see more GS models pop up.

They NEED to do this if they are to be taken seriously! But some balls back into the Buick brand for the love of God! It might take a cool decade, but if Buick wants to reach out to a younger crowd, they'll need to make some sleek models that are worthy competitors to the imports.

A nice Lacrosse and Regal are great starts for sure, but they need to inject some Cadillac DNA into Buick's veins to jump start a cold heart.

If GM is going to save Buick, they need to learn that the Chinese and U.S. markets are different.

[Skyhawk 231]

BUICK DIDN'T DESIGN THE REGAL IT WAS DONE BY OPEL! ! ! DON'T GIVE CREDIT WHERE IT'S NOT DUE!

[JaCkFM]

Skyhawk 231, on 21 July 2010 - 08:34 AM, said:

BUICK DIDN'T DESIGN THE REGAL IT WAS DONE BY OPEL! ! ! DON'T GIVE CREDIT WHERE IT'S NOT DUE!

Yeah, well Buick didn't design the Skyhawk - they adopted that from another GM division too. And STOP SHOUTING.