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PONTIAC LOOKS AT REGIONAL OLYMPIC MARKETING PLAN
Published March 21, 1996
Pontiac execs are "considering" an Olympic soccer tie-in for an estimated $2M dealer-marketing effort behind the '97 Grand Prix in five southeastern cities, according to BRANDWEEK. Separate from GM's corporate sponsorship, this plan would link Pontiac directly to men's and women's U.S. soccer teams for promotional programs during the '96 Games. Pontiac dealers in Athens, GA, Birmingham, AL, Orlando, FL, Washington, DC, and Miami, FL, would receive corporate support in the form of sales incentives, co-op ads and signage near stadiums hosting Olympic soccer. Steve Gelsi notes Pontiac could also use the promotion to reach the "soccer-friendly" Hispanic market (BRANDWEEK, 3/18 issue).