Chevy to ramp up cinema advertising in appeal to younger drivers

03/5/2013 | · MediaPost Communications

General Motors' Chevrolet brand is planning to step up its in-cinema advertising and build on its "Find New Roads" theme as it tries to reach a younger generation of drivers, said GM Chief Marketing Officer Alan Batey. The ads will run on Screenvision's network of more than 14,000 screens. "We haven't done much in the cinema space, but the distinctive look and personality of the new creative makes great use of emotion and music. We're pretty excited about it," Batey said.

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