GENESIS - HYUNDAI: SUPER BOWL WAS WORTH IT

HYUNDAI: SUPER BOWL WAS WORTH IT

Hyundai, which had said in January that it was considering yanking its two ads from the Super Bowl telecast because of the declining economy and the spots' $5.4-million total cost, now says it has no regrets about its ultimate decision to remain a sponsor. "It was a calculated risk that paid off," Joel Ewanick, Hyundai's marketing chief, told today's (Thursday) New York Times. The two spots promoted a new luxury sedan, the Genesis, that the company plans to introduce this summer. Ewanick said 45 million people inquired about the car following the telecast and that the company continues to receive inquiries. He said he has now begun to make preparations for the 2009 game. "I'm already starting my sales pitch internally," he told the Times.

21/02/2008