Holden has launched a fresh and bold new brand campaign as the company continues to execute its plan to ensure a long and successful future in Australia. This campaign includes a positive and forward-looking new tagline: Let’s Go There.
Following extensive research, Holden has developed several communications platforms and advertisements that will roll out over time to evolve the Holden brand and help strengthen the Lion brand’s unique and lasting relationship with Australia.
Holden’s Executive Director of Marketing, Bill Mott said the new brand campaign will progress Holden’s identity in Australia.
“The new campaign has been developed from five core truths: Holden’s future is bright, there will be a next-generation Commodore, Holden understands Australian conditions and customers better than any other brand, Holden has a wave of exciting new models on the horizon and our dealers across the country are focussed on world-class customer service now and in the future”.
“Clearly we can’t communicate all of these messages in one advertisement, so we have developed several communication platforms and advertisements.
“The entire campaign has been thoroughly and comprehensively tested and we are more than confident it will strike the right chord with Australia.
“All of our brand advertisements share specific communication equities. Specifically, children feature prominently in our new television commercials. Kids are inherently optimistic and represent the future and these are values that reflect the Holden brand.”
“We have also developed advertisements that communicate a core Holden strength. Our vehicles are, and will continue to be, tuned and tested for Australian conditions and customers at our iconic Lang Lang proving Ground in Victoria.”
“The entire campaign will be big and bold, including TV, outdoor, digital and cinema executions. It will be impossible to miss. We are confident that we have developed an outstanding communications platform that establishes a new direction and charts a bright and winning future for our iconic Australian brand,” Mr Mott said.
Holden’s new brand campaign launches on Sunday, 25 January.