CADILLAC
"The Catera Virtual Road Trip"

Challenge:
To find marketing partners that would help Cadillac break into the gen X and gen Y markets for its Catera car launch.

Solution:
Target corporate and celebrity partners that wouldn't normally be associated with the Cadillac brand. Corporate partners secured included Starbucks, Canyon Ranch, The Justin Boot Company and Omaha Steaks. Celebrity partners secured included Dennis Miller, Al Michaels, Annie Potts and Florence Griffith Joyner.

An interactive campaign was developed, which blended direct marketing, promotions and public relations to create energy and excitement. The program's concept was a celebrity road trip, beginning in Los Angeles and making stops across the country. Consumers were invited to follow the celebrities' progress by receiving postcards from the pit stop locations. The postcards pushed test drive opportunities and offered the chance to win various prizes.

Summary:
Catera's virtual road trip was a huge hit. Cadillac dealers were thrilled with the publicity and excitement generated among target audiences. Test drives and sales conversions increased over 30% over other Cadillac brands that had been launched or re-launched.