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Carlson Marketing Orchestrates High-Profile Event to Launch Saturn Outlook During Sundance Film Festival
Minneapolis | April 25, 2007
The event marketing experts at Carlson Marketing recently assisted long-time client, Saturn, with the launch of its new OUTLOOK crossover vehicle during the Sundance Film Festival in Park City, Utah. A series of high-profile events were held throughout the city in which festival attendees were able to participate in community-focused activities and test drive Saturn's OUTLOOK, VUE Green Line hybrid, AURA midsize sedan and convertible SKY roadster. Several celebrities also signed on to help promote Saturn's sponsorship in the National Education Association's "Read Across America" literacy campaign, and Saturn's National Donor Day.
As a result of the events orchestrated by Carlson Marketing, about 320 test drives were taken, and local Saturn retailers realized a 43 percent increase in sales over the same period in 2006. In addition, those retailers believe about 70 percent of the 320 test drive participants are seriously considering the purchase of a Saturn vehicle in the next 30 to 60 days.
"Carlson Marketing's people are exceptional," said Tony Parrottino, national sales promotion manager, Saturn. "They understand the market and our business. Next to our marketing managers, they're the best in the business when it comes to expertise and knowledge. Carlson is a true champion of our products and brand. They know exactly how our products play to the Saturn brand and they consistently go above and beyond the call of duty to support our marketing efforts. Nobody does it better than the team at Carlson Marketing."
Mike Snyder, Carlson Marketing account manager for Saturn, said the final "return on event" is still being calculated, but preliminary results indicate it was a highly successful event for the automotive company.
"Saturn is continually looking for exciting ways to build relationships with their customers and expanding its product portfolio," said Snyder. "Launching the new Saturn OUTLOOK and raising awareness of the brand's involvement in literacy and organ donation causes provided the perfect reasons. We're tremendously proud of the fact that we only had 45 days from the time we became involved in the planning of this event to the start of the film festival - and we exceeded Saturn's goals. It wasn't the first time we moved mountains for our clients, and it won't be the last."
Snyder added that while Carlson Marketing served as the "quarterback"of the project, the success is to be shared with its key partners. They include Manning Selvage & Lee who secured the involvement of celebrities such as Christian Slater, Gwyneth Paltrow, Kristen Bell and Nick Cannon. In addition, Carlson Marketing leveraged its relationship with Olympic snowboarder Chris Klug and skier Piccabo Street for the event.