OnStar Debuts 'Out of the Blue' 30-Minute Documercial
13 April 2005 - 7:00PM
PR Newswire (US)
OnStar Debuts 'Out of the Blue' 30-Minute Documercial John Tesh,
OnStar Subscriber, narrates real-life stories campaign DETROIT,
April 13 /PRNewswire/ -- OnStar by General Motors, which is known
for their "real stories" advertising campaign, has launched their
second 30- minute documercial that will air in 48 local markets
beginning in April. OnStar has over 3 million subscribers in both
the US and Canada. OnStar's "Out of the Blue" documercial is
narrated by John Tesh, award- winning entertainer and broadcaster
and also an OnStar subscriber. "Out of the Blue" provides viewers a
thorough explanation of OnStar and its core safety, security and
peace of mind services using emotionally compelling subscriber
stories. Since the "real stories" ad campaign launched in November
2002, OnStar has achieved 100% total brand awareness among new car
intenders, and the campaign has created a higher opinion of GM
products equipped with OnStar. "Out of the Blue" describes the
General Motors continuous cycle of safety showing how only GM has a
full range of cars, trucks, and SUV's that offer safety protection
before, during and, thanks to OnStar, after a crash. Additionally,
viewers are able to understand how OnStar came to the aid of
subscribers such as Michelle D'Mey who was involved in a vehicle
accident with airbag deployment while traveling with her young
daughter. The documercial also contains commentary on the advanced
technology benefits of accident notification services from medical
professionals such as Dr. Scott P. Zietlow, M.D., Trauma Surgeon
& Medical Director of Mayo Medical Transport, Mayo Clinic and
Dr. Edward E. Cornwell III M.D., Chief of Adult Trauma at the Johns
Hopkins Hospital. "The 'real stories' campaign has been very
successful raising OnStar's brand awareness," said Tony DiSalle,
vice president for OnStar Sales, Service, and Marketing. "Promoting
the brand in the longer format enables us to elaborate on the many
safety and security benefits that OnStar can offer to consumers and
our subscribers." The "real stories" campaign consists of print,
radio, TV, web-advertising and complementary media relations
support. The campaign was launched in the fall of 2002 with 60
second radio ads and expanded to TV in the fall of 2003. About
OnStar OnStar, a wholly owned subsidiary of General Motors, is the
nation's leading provider of in-vehicle safety, security and
communication services using wireless technology and the Global
Positioning System (GPS) satellite network. OnStar is available on
more than 50 GM models for 2005. By the end of 2007, OnStar will be
a standard feature on GM's new retail vehicles sold in the United
States and Canada, covering all segments and prices, except for
some fleet and commercial vehicles. OnStar safety and security
services include automatic notification of air bag deployment,
stolen vehicle location assistance, emergency services, roadside
assistance, and on most vehicles, remote door unlock and GM
Goodwrench remote vehicle diagnostics. OnStar Personal Calling
allows drivers to make and receive hands-free, voice- activated
calls from their vehicle. More information about OnStar can be
found at http://www.onstar.com/ . DATASOURCE: OnStar CONTACT: Anne
Mittelstaedt of OnStar Communications, +1-313-667-0874, cell:
+1-248-515-2512, Web site: http://media.gm.com/ http://www.gm.com/
http://www.onstar.com/
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