Olympics

PONTIAC LOOKS AT REGIONAL OLYMPIC MARKETING PLAN

3.21.1996

     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).

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