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OnStar Expands TV Campaign Ads
Based on Real-Life Stories

2003 -- General Motors OnStar is turning its successful, award-winning "real stories" advertising campaign into a 30-minute documercial that will air on HGTV, The Food Network, Discovery Channel and TLC beginning Nov. 8.

The documercial, entitled "Tales from the Road" -- allows viewers to experience the significance of OnStar's safety, security and peace of mind services using emotionally compelling stories of real-life OnStar subscribers.

Since the "real stories" ad campaign launched in November 2002, OnStar has seen an increase in subscriber volume and consumer retention. And company research shows that the "real stories" campaign has boosted consumer interest in the service as well as their intent to visit a dealership in order to learn more. OnStar has more than 2 million customers nationwide.

In "Tales from the Road," viewers are able to experience what it was like for subscribers such as Geraldine Felax when her husband, Sam, was trapped under a tractor and OnStar sent emergency workers to her aid. Also, the documercial contains comments from professionals such as William Cade, director of 911 services and communications operations for APCO International in Daytona Beach, Fla., and David Cole, chairman, Center for Automotive Research in Ann Arbor, Mich., on the benefits of such in-vehicle services as OnStar.

"It's difficult to share these compelling stories and explain all the
benefits of OnStar in a 60-second radio or TV spot," said Tony DiSalle, vice president for OnStar Sales, Service and Marketing. "This longer format gives us a chance to better educate consumers about the benefits of OnStar and reach one of our most important audiences -- women."

These days, more women are traveling -- alone or with their children -- than ever before. Female driving has increased nearly 40 percent since 1980. According to a survey of 1,000 women conducted by OnStar, nearly 30 percent feel uneasy driving alone while 64 percent are concerned about driving through a dangerous area.

Since OnStar launched its real-life stories advertising campaign a year ago, the brand's consumer retention rates and subscriber volume have grown.

The "real stories" campaign consists of print, radio, TV and web
advertising, as well as focused and complementary public relations
support. The "real stories" campaign is the basis for OnStar's new auto show exhibit, which debuted at the California International Auto Show in Anaheim Oct. 29.

"It's clear that these real-life stories are striking a cord with our
subscribers and have helped dramatically improve consumer comprehension of the benefits of OnStar," said DiSalle. In fact, roughly 3,000 people a month who previously opted not to renew their OnStar subscription are coming back to the service.

OnStar, available on more than 50 models from General Motors and
selected models from six other auto manufacturers, is the nation's
leading provider of in-vehicle safety, security and information services using the Global Positioning System (GPS) satellite network and wireless technology. OnStar services include automatic notification of air bag deployment, stolen vehicle assistance, emergency services, roadside assistance with location, remote door unlock, GM Goodwrench remote vehicle diagnostics, route support, OnStar online concierge and convenience services. OnStar Personal Calling allows drivers to make and receive hands-free, voice-activated phone calls through a nationwide cellular network and access location-based traffic and weather reports, as well as sports scores, stock quotes and news. Additional information is available on the Web at www.onstar.com. (Source: General Motors )

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