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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/