DETROIT - Pontiac and GMC divisions of General Motors announced today the details of new, original Spanish language advertising and promotion plans that emphasize its strong commitment to the Hispanic community. For the first time, Pontiac has used its Hispanic advertising agency to create a new television ad for both Hispanic and general market media placement. GMC will launch its largest Hispanic dedicated print campaign to date uniquely tailoring its Hispanic print advertising creative to the publications the ads will run in.



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"Pontiac and GMC are committed to speaking to Hispanics in a culturally relevant fashion through in-language and in-culture communications," said Jim Bunnell, Pontiac-GMC general manager.

The ads, created by Accentmarketing in Miami, include television, print and radio.

PONTIAC Pontiac has been very strong in the Hispanic market and has been executing original Hispanic creative since 2002. Studies have shown that awareness of Pontiac television and magazine advertising is continuing to increase.

"The recognition of Pontiac's 'Corre por tus venas' ('It's in your blood') slogan for the Hispanic market has increased significantly since its introduction in 2002. We are continuing to see an increase in awareness, opinion and purchase consideration with Hispanic consumers," said Mark-Hans Richer, Pontiac marketing director. "We hope to continue this momentum with dedicated, in-language advertising and promotion plans and significantly increased media spending over last year."

Pontiac's latest advertising efforts include the production of a new :30 Vibe television spot produced by its Hispanic advertising agency, Accentmarketing, for both the Hispanic and general markets. The spot, titled "City Lights" brings Latin music and Hispanic actors to Pontiac general market creative for the first time. The ad features music titled "La Raza" from the Panamanian band, Rabanes, which has been recognized with two Latin Grammy Award nominations. The Rabanes are one of the most representative bands of Latin Rock and are known for their fusion of different rhythms such as SKA, Caribbean, reggae, rap and rock.

"Latin culture continues to influence general market trends," said Richer. "We're proud to utilize our Hispanic agency for the development of this spot. Accentmarketing is best equipped to develop the new ad due to the growing impact of Hispanic influence on the young, urban Vibe target consumer."

"City Lights" launched May 31 and will continue airing on both Hispanic and general market media including network and cable television.

Pontiac continues its strong Hispanic efforts in regional markets with its Grand Prix television spot titled "Energy" and Vibe television spot titled "Bungee." Pontiac is currently running its regional creative in more than 25 Hispanic markets.

Beginning late this summer, Pontiac will launch its largest Hispanic marketing campaign to date. With the launch of the new G6, Pontiac will integrate in-language, culturally relevant broadcast, print, web and promotional advertising.

While advertising plans continue to expand, divisional sponsorships remain just as important in reaching the Hispanic audience. Pontiac will continue its sponsorship of the Futbol Liga Mexicana's (Mexican Soccer League) summer season, which runs July through October on Univision.

GMC GMC has been very successful in the Hispanic market. GMC has achieved sales records for the past 10 out of 11 years and is continuing to conquest new buyers, including Hispanics.

"We had share gains in every area of opportunity last year including increases in the African American, Asian, Hispanic, youth and women's markets. 2003 Hispanic market share was up and is now equal to the general market share for GMC," said Steve Rosenblum, GMC marketing director. "We are continuing our growth of Hispanic dedicated advertising because this market is critical to GMC's continued success."

Beginning this summer, GMC will launch its largest Hispanic targeted print campaign to date featuring seven ads that will run in major Hispanic lifestyle, automotive and business publications. The ads will feature Hispanic dedicated photos and unique stories while communicating the practical benefits consumers can receive as a result of GMC engineering excellence.

A series of original, Hispanic radio ads will work in synergy with GMC's Hispanic print campaign and will begin airing June 17. The radio campaign will communicate a "divisional" message describing the advantages of GMC's advanced technology and capabilities. Sierra HD will be featured to communicate that GMC's strength, power and agility can provide the perfect combination for work and pleasure while another ad communicates that shopping with Envoy XUV has unmatched advantages over the competition.

Hispanic efforts do not stop there. Rounding out GMC's new Hispanic advertising plans, three new "Line" television spots will debut this summer featuring the GMC Envoy line of mid-size SUVs, Sierra line of full-size pickups and Yukon line of full-size utilities, complimenting the new general market executions. The spots will emphasize how GMC exceeds customer expectations through a combination of innovative and exclusive features. The "Line" advertisements were developed in collaboration with GMC's general market agency, Lowe and Partners Worldwide, New York for use against both consumer targets.

The number of markets where GMC uses Spanish language media has more than doubled in only two years. Its current "Hago lo que hago porque puedo" ("I do what I do because I can") television advertisements as well as television and radio creative dedicated to the 24 Hour Test Drive have been successful and will continue running this summer.

In addition to the increasing initiatives, GMC will continue on-going Hispanic promotions such as its sponsorship of the Futbol Liga Mexicana's (Mexican Soccer League) summer season on Azteca American Network and its sponsorship of the "Play of the Week" on the Sunday edition of the sports re-cap program "El Diario" running on Fox Sports en Espanol.

GMC's new targeted print, radio and television campaigns as well as ongoing promotional plans will continue to emphasize GMC's tagline in the Hispanic market which is "Solo la avanzada ingenieria de GMC te da mas de lo que puedes imaginar" ("Only the advanced engineering of GMC gives you more than you can imagine.")

GMC is a division of General Motors Corporation. The division markets the Sierra, Yukon, Envoy family including the Envoy XUV, Canyon, Savana, Safari and Topkick. GMC's lineup of professional grade trucks delivers outstanding capabilities that exceed customers' expectations with unique features and design elements. GMC sold nearly 580,000 vehicles in 2003, setting a divisional sales record for the 10th time in 11 years. More information on GMC and its products can be found at www.gm.com. Information in Spanish can be found at www.gmc.com/spanish.

Pontiac is a division of General Motors Corporation (NYSE: GM) and markets the Bonneville, GTO, Grand Prix, Grand Am, Vibe, Sunfire, Aztek and Montana. Pontiac sold more than 475,000 vehicles in 2003, ranking third among GM divisions in total sales. In 2004, Pontiac will introduce the Montana SV6 crossover sport van and G6 sedan, followed in 2005 by the G6 coupe and convertible and the Solstice roadster. More information on Pontiac and its products can be found at www.pontiac.com. Information in Spanish can be found at www.pontiac.com/sp .

Established in 1986, Accentmarketing (www.accentmarketing.com) employs a staff of 102 throughout its offices in Miami, Detroit, Los Angeles and Dallas. A member of The Interpublic Group of Companies, minority-owned Accentmarketing employs a multinational, multicultural staff which draws from professional and personal experience in Argentina, Chile, Colombia, Cuba, Mexico, Spain, Puerto Rico, Venezuela and the U.S. The agency's client roster includes: the American Heart Association, AC Delco, Dewar's 12, General Motors' Chevrolet, GMC, Buick and Pontiac Divisions, General Motors Corporate, Nextel, Unilever, Valvoline, and the U.S. Navy.

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