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BUICK GOES FOR THE GREEN WITH GOLF PROMOTION
Published March 26, 1996
Buick's "Go for the Green" test drive promo will showcase the effort to "improve customer relationship and strengthen model brand ID's," according to BRANDWEEK. Buick's campaign, which kicks off next month, features free golf balls and an Olympic sweepstakes offering trips to the '96 Games. Dealers say this year's program includes direct mail to all Buick owners as well as most prospective owners. Since last year's promo did not increase showroom traffic significantly, Buick has thrown in a three-pack of Top Flite XL's as a '96 value-add. Buick and other GM units are studying ways to match each car line to specific sponsorship deals. One Buick exec: "Go for the Green does tie into our sponsorship of the PGA and our status as an official car. We're trying to leverage that for future brand value." Buick plans to use golf in the launch of the '97 Park Avenue, but has yet to decide which events and pros will be used (Steve Gelsi, BRANDWEEK, 3/25 issue). AIR VS. GOLDEN BEAR? Execs at Michael Jordan Golf Co. Inc. expect to choose a site off NC's I-77 near uptown Charlotte or in University City within the next six weeks for a $3M golf center, according to the CHARLOTTE BUSINESS JOURNAL. This comes after Columbus-based East Coast Golf Centers Inc. last year announced plans to open a $2M Jack Nicklaus Golden Bear Golf Center in nearby Mathews, NC. East Coast Golf President Tom Elsass: "We fully intend to open before Jordan does. We also think Michael's market is a little different from ours. Jack is golf" (Erik Spanberg, CHARLOTTE BUSINESS JOURNAL, 3/25 issue).