Hyundai and Jack Morton Launch Sonata Uncensored Tour in 10 Cities Nationwide

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Aug 10, 2010, 06:00 ET

BOSTON, Aug. 10 /PRNewswire/ -- Award-winning car maker Hyundai Motor America has engaged award-winning brand experience agency Jack Morton Worldwide to design and deliver an integrated consumer campaign in support of its all-new 2011 Sonata SE.

The Sonata Uncensored campaign will integrate live and online experiences to increase understanding of and engagement with one of Hyundai's best-selling cars, the fully redesigned Sonata, a mid-size sedan.

The Sonata Uncensored campaign invites consumers to experience the Sonata and compare it to the competition through a variety of touchpoints, in person and online:

A Sonata Uncensored experience will travel to 10 cities across the US from New York to Los Angeles through mid-October. Consumers will be able to test drive Sonatas and competing vehicles. The events feature a custom built, self-contained event structure. Video from the events will be uploaded to Facebook® and used in the national Sonata Uncensored ad campaign. Hyundai is also partnering with Dwell magazine and esteemed architect Christopher Deam to enhance the Sonata Uncensored lifestyle experience.

In addition to the ten-city tour, Hyundai is inviting 50 owners of competing sedans to drive the 2011 Sonata for 30 days and tell the world exactly what they think. Their uncensored comments will be shared via a custom Hyundai Facebook® application. Applications to be drivers are open on Hyundai's Facebook® page through the middle of August.

Jack Morton has worked with Hyundai to create consumer and business to business brand experiences since 2008, including consumer tours for its Genesis sedan and coupe. Its 2009 campaign for Hyundai, the Adrenaline Tour, won an EX Award for consumer events in May 2010.

"The Sonata Uncensored campaign is another opportunity to create a great experience and great results for Hyundai," said Josh McCall, Chairman and CEO of Jack Morton. "They're a terrific client."

"We found in Jack Morton a strategic partner who understands the Hyundai brand and knows the value of creating smart and relevant brand experiences," said Monique Kumpis, Experiential Marketing & Strategic Alliances Manager, Hyundai USA. "Jack Morton is about a lot more than events – they're about where we want to take our brand and creating experiences that will take us there."

About Hyundai Motor America

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through about 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai's 10-year/100,000-mile powertrain warranty and 5-years of complimentary Roadside Assistance.

About Jack Morton Worldwide

Jack Morton Worldwide is a global brand experience agency. We create experiences that strengthen relationships between brands and the people who matter most to them—thereby helping our clients become talked-about experience brands. Rated among the top marketing service agencies worldwide, we integrate live and online experiences, digital and social media, and branded 3D environments that engage and inspire consumers, business partners and employees. Jack Morton has a staff of 500 employees in the US, Europe and Asia-Pacific that drive our idea-led agency culture and is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at http://www.jackmorton.com/, http://blog.jackmorton.com/ or follow us on Twitter @ http://twitter.com/jackmorton

SOURCE Jack Morton Worldwide