Fast-growing Kia is planning to spend a record amount on advertising as it moves forward with plans to expand its market share.
The first phase of the campaign begins with the launch of the 2011 Kia Optima – and includes the largest campaign in Kia Motors America’s history. It will start this weekend with a made-for-cinema 60-second spot, which will run at movie theaters nationwide. Titled “Sweet Dreams,” the ad is based on the premise that “nobody ever dreamt of driving a midsize sedan. . . until now.”
“Consumers told us that traditional midsize sedan offerings were missing the excitement and fun found in other segments, but the Optima is the latest result of our design-led transformation,” said Michael Sprague, vice president, marketing & communications, KMA. “It breaks from tradition by combining dynamic styling with powerful and fuel-efficient performance and has the high levels of quality and safety consumers have come to expect from Kia.”