Saab Cars North America Announces New Ad Campaign Telling Company's Story

ROYAL OAK, Mich., Jan. 27, 2011 /PRNewswire/ -- "The Story of Saab," a multi-media, multi-faceted national advertising campaign, which will include online ads written by Saab fans, kicked off yesterday.  

According to Nicole Jankowski, Saab Cars North America's Marketing Communications Manager, "The idea behind the campaign is independent thinking, but, most importantly, it will let everyone know that Saab is back, here to stay and that we never went away – what we stand for and who we compete against."

The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it.  Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago – Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers.

"Saab has always been unique, offering products which might not be for everyone, but are innovative and speak to its incredibly loyal, devoted owner and fan base," Jankowski said.

Print ads from the campaign debut this week in The Wall Street Journal, and will be followed by the first television flight starting on January 31.  The campaign has a brand story, a product story and retail elements.

"It's a true, comprehensive re-launch of the brand, the cars and the company," Jankowski said.  "And it's a long-term, brand building platform, with elements that will continue to evolve in the coming months."

Online/social-media will be an important part of this campaign. Saab will preview the television commercial January 30th on its Facebook page.  In addition, Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.

"The Story of Saab" was created by McCann Worldgroup Detroit's Team Saab for the U.S. market.  Team Saab also has the responsibility of creating the global launch campaign for the company's next product, the 9-4X.

About Saab Cars North America

Saab, or Svenska Aeroplan Aktiebolaget (Swedish Aircraft Company), was founded in 1937 as an aircraft manufacturer and revealed its first prototype passenger car 10 years later after the formation of the Saab Car Division. In 1990, Saab Automobile AB was created as a separate company, jointly owned by the Saab Scania Group and General Motors, and became a wholly-owned GM subsidiary in 2000. In February 2010, Spyker Cars N.V. of the Netherlands, acquired the company from GM as an independently-run business.

Saab cars reflect the brand's unique Scandinavian design ethic, which is fused with its aircraft engineering heritage. The company is a global premium car maker with a distinguished history of innovation. It is recognized for its pioneering role in turbocharging, as well as occupant safety and the introduction of flex-fuel technology through Saab BioPower. Saab Automobile AB currently employs approximately 3,800 staff in Sweden, where it operates world-class production and technical development facilities at its headquarters in Trollhattan, 70 km north of Gothenburg. http://media.saab.com

About Team Saab

Team Saab is a unit of McCann Worldgroup dedicated to marketing Saab Cars North America.  McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world's largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design).

SOURCE Saab Cars North America

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