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Kia launches a campaign for its new minivan, in the Marketing & Media column



Blue C Courts Suzuki; Reading is Fun for SCDRG

Irvine-based Kia Motors America Inc. hopes its latest marketing campaign for its new minivan will help make inroads with customers and boost its public image.

A marketing campaign including TV, direct mail, Internet and print ads recently launched for Kia’s new Sedona, the automaker’s first minivan. The vehicle now is being delivered to dealers. Los Angeles-based davidandgoliath created the campaign.

Like other Kia spots, the new TV campaign, featuring two national ads, are light-hearted.

“We believe the launch of the Sedona minivan is a unique opportunity for us to elevate our brand’s image with American consumers,” said B.M. Ahn, chief executive of Kia Motors America. “We think these spots convey both the quality of the vehicle and the maturing nature of the Kia brand.”

A print campaign, supplemented by dealer co-op in newspapers, is set to run in national general interest magazines.

Meanwhile, a direct mail campaign of more than 500,000 pieces will target prospective Sedona owners, and offer consumers a pair of two-way radios if they take a test drive.


Going Suzuki

Newport Beach-based Blue C Communications is holding nothing back in its fight to win a $5 million to $10 million chunk of business from American Suzuki Motor Corp. The Brea-based company is looking for one or two agencies to handle its motorcycles and all-terrain vehicle in its Southern and Western regions.

So Blue C company principals and several employees traded their personal Honda and Yamaha motorcycles for Suzukis in an attempt to impress the company.

In fact, one principal reportedly even purchased a new Suzuki Quadmaster 50 for his child, according to the agency.

Will the move work? The jury’s still out. Suzuki’s agency short list will be determined by Sept. 20.


Read On

Irvine-based SCDRG Inc. just launched a new campaign for Time Warner Cable’s Los Angeles division.

The campaign highlights Time Warner’s new Reading Counts program, an online system that teachers, kids and parents can use to track daily reading.

They do so by logging onto Time Warner’s new Web site, www.Access-TimeWarner.com/ReadingCounts. Classes also can win prizes for participating, such as parties, gift certificates and magazine subscriptions.

SCDRG helped develop the logo for the program, which was introduced to support Gov. Gray Davis’s reading award program. The OC shop also put together other marketing concepts.

“Education and technology are passions for us at SCDRG,” said David Robertson, SCDRG president and founder. “Combining the two was a lot of fun,”

The shop’s newest designer, Jason Ward, developed the creative for the campaign, as well as the logo and green worm-like character “RC,” according to Robertson.

Billings for the campaign were not disclosed.


MZ Adds Clients

Newport Beach-based MZ Public Relations & Marketing Inc. has added two new clients to its roster: Huntington Beach-based KOCE-TV, Orange County’s public television station, and Frette, a household linens retailer based in Italy.

The shop will handle public relations and special events for KOCE in OC and Palm Springs. For Frette, MZ also will coordinate media and public relations, as well as organize events, such as a reception held at South Coast Repertory.

Financial details were not disclosed for either client.


Bits and Pieces:

It’s here: Riviera magazine, published by the same folks behind glitzy Angeleno magazine in Los Angeles. The premiere issue of the monthly tabloid-sized lifestyle publication clocked in at about 288 pages, complete with glossy full-page ads from big names like Versace, Christian Dior, Ralph Lauren, Tod’s and PRADA Costa Mesa-based PainePR recently won an undisclosed chunk of business from Irvine-based Imagyn Medical Technologies Inc., a medical device developer. The OC shop will target consumer, business and healthcare media to promote Imagyn’s products Irvine-based IOGEAR Inc., a maker of computer products, recently tapped San Diego-based Lewis PR to handle its media relations Santa Ana-based DGWB went with tarot cards to promote the Gypsy Den, a popular bohemian-style restaurant in Santa Ana and Costa Mesa. The OC shop used the theme in giant posters Costa Mesa-based Roxburgh Agency Inc. was recently tapped by Newport Beach-based William Lyon Property Management Co. to create a corporate identity program and branding campaign. Billings were not disclosed. Over the next several months, Roxburgh will design a new logo, print collateral and a Web site, and launch a branding campaign for the firm, which was founded in 1989 Please note: Young & Rubican Inc.’s Siobhan Sherdian is brand team leader on the Jaguar account.

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