Is it the brand or the products that sell automobiles? Nissan isn't taking any chances.
The Japanese automaker plans to introduce five new models to replace the mainstays of its vehicle lineup over the next 15 months, so Nissan has got the product angle covered. But Nissan USA also is about to launch a new marketing campaign that brings renewed attention to the brand over the vehicles, at least for now.
The new campaign, breaking April 5th (but teased on the Nissan USA YouTube channel) to align with the New York Auto Show, reinforces Nissan's long-time "Innovation" brand persona while at the same time teasing the 2013 Nissan Altima, Pathfinder, Sentra, Versa, and Rogue ahead of their Big Apple premieres.
Ads will use the imagery, common to auto-product introductions, of a sheet covering the new models. While the new Altima, which goes on sale this summer, is revealed, the other vehicles stay under wraps. In that way, Nissan both reminds consumers about its important new launches as well as allows a continuing focus on its brand.
"We are laddering messaging up to the brand," Jon Brancheau, Nissan USA's VP of marketing, told Marketing Daily, "particularly because we are launching so much product so quickly."
Brancheau told the publication that this approach will run for about 30 days and then transition to creative that will trumpet "innovation" in connection with each new vehicle to be launched.
And speaking of innovation, Nissan also is going to be creating a lot of media noise around the New York show regarding its new Nissan NV200 van, which in May won the Taxi of Tomorrow competition sponsored by New York City. That campaign includes social media, billboards, events, promotions, signs — and plenty of talk by Nissan executives during the show's press preview.
So whether your transportation needs are a single beeline in Manhattan, or a new family car for the garage, Nissan and its "Innovation" brand and new products will pop in front of American consumers a lot this year.