Marilyn Carter
 Marketing and Communications

Cadillac

 

 

 

 

 

 

 

 

 

 

 

 

Case Study: Cadillac

Client:  Cadillac Escalade

Objectives
    
Showcase the reinvention of the iconic Cadillac brand
    Convey a message that speaks specifically to active, affluent Texans

Strategy
Link Cadillac with high-profile, esteemed Texas partners sharing a history of reinvention and having audiences that match the Escalade Family’s demographic profile. Partners included Central Market, a successful grocery retailer born from its established parent, H-E-B., and Southwest Airlines, a powerhouse carrier that grew from a three-city route to a major airline.

This program included:

  • Advertising spreads featuring a page designed and written by Texas Monthly Marketing profiling a partner plus a page featuring Cadillac creative
  • Multimarket events
  • Community partnerships
  • Vehicle placement
  • Audience engagement and lead capture programs
  • Online extensions

Results
Cadillac: A Legend Reborn resonated with readers, reinforced Cadillac’s market position, and drove sales leads. Cadillac renewed the program, with campaign names evolving in step with brand initiative and featured vehicles. To date the program is still being renewed.


A Legend Reborn
The Legend Continues
The Legend Breaks Through
Cadillac Breakthroughs
Best of the Best and FASHION 2007
Cadillac presents the FASHION 2008 Shopping Report

 

 

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