To say that the launch of a new model is an important step for an automaker may qualify as the understatement of the decade. The task is of even greater significance when launching a brand new nameplate — as Cadillac is doing over the next several months with the ATS and XTS. As part of the launch, the Wreath and Crest brand will launch two new ad campaigns for its newest models.
The ad campaign for the XTS, which will arrive in showrooms in early June, will begin during the Kentucky Derby on May 5 and be followed by more commercials during other sporting events, such as the U.S. Open golf tournament in June. Ads for the ATS, due to arrive in dealerships by late summer, will make their first appearance during the Summer Olympics, which start in July.
There’s a reason that the marketing efforts carry a sports-oriented theme: the brand finds more success advertising during those events.
“We find sports properties work really well for us,” said Vice President of Cadillac marketing Don Butler at the New York Auto Show.
80 percent of Cadillac’s U.S. ad budget will be dedicated to the ATS and XTS; a bigger share of the spend will go to the ATS, since the vehicle will sell in higher volumes and needs to establish itself as a formidable force in the performance compact luxury segment, where the BMW 3 Series is king.
“The ATS will be our highest-volume vehicle, which should really become the face of the franchise and bring in that new buyer who hasn’t necessarily come into our showrooms before,” Butler said. “So we’ll be spending more on that.”
The new spots won’t directly mention BMW, something the (awesome) Green Hell spot that aired during the Super Bowl did. Instead, the clips will show the car in high-profile settings around the world.