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 NEW YORK, Dec. 14 /PRNewswire/ -- Although the next America's Cup won't take place until May 1995, Cadillac today announced its gold level sponsorship of Team Dennis Conner's quest to regain control of sailing's most prestigious trophy.
 "The fact that yachting appeals to an upscale audience -- one that mirrors Cadillac's target demographics -- led Cadillac to continue its relationship with Team Dennis Conner," said John O. Grettenberger, Cadillac general manager and General Motors vice president.
 "Dennis worked in harmony with the Cadillac family throughout his defense campaign in 1992, and although the team did not retain the Cup, their engineers gathered an abundance of technical information that will be extremely useful in 1995," Grettenberger said.
 Building on a partnership that was established in 1990, Cadillac's relationship with Team Dennis Conner has been beneficial for both parties. For Cadillac, the program provides the automaker with a solid promotional tool, while Team Dennis Conner receives financial and technical support from the world's foremost luxury automaker.
 "The key to launching a successful America's Cup campaign is to have the latest boat design using strong, lightweight materials," Conner said. "Consequently, many of the issues our engineers deal with are issues the automotive community contends with on a daily basis. When we bring the two disciplines together, the outcome proves beneficial on the road as well as in the water."
 Team Dennis Conner will provide a wealth of promotional opportunities for the Cadillac division. As a gold level sponsor, the famous Cadillac Wreath and Crest will be displayed on Conner's boat beginning with the early practice sessions, throughout the Challenger/Defender Trials, to the conclusion of the America's Cup scheduled for May 1995, in San Diego. Additionally, Cadillac will be identified on the boat's spinnaker as well as on the crew's clothing.
 "From an advertising viewpoint, yachting and Cadillac are a perfect match," said Peter Levin, Cadillac director of advertising. "First, the program provides a valuable link to reach Cadillac's target audience, thus enhancing Cadillac's ultimate advertising message. Second, the elements of the program cater to Cadillac's loyal customers, but also entice the first-time buyer to take a look at our product."
 Cadillac's America's Cup program will utilize an integrated marketing program much like the division's highly successful Senior PGA Tour sponsorship. The contract allows for television and print advertisements featuring Team Dennis Conner members, as well as Yacht Club Nights hosted by Conner and the Cadillac Cup, a match race between Conner's International America's Cup Class (IACC) boats.
 As a result of rule changes instituted by the America's Cup Organizing Committee (ACOC), the 1995 America's Cup promises to be the most evenly matched competition in the sport's history. Changes include: restricting each syndicate to building two new boats; limiting the number of sales a syndicate may have; restricting reconnaissance activities; a new six-leg race course; and the agreement by all syndicates to make their compounds available for public viewing.
 "I support the ACOC in their attempt to bring the America's Cup competition back to a level where every syndicate has an equal opportunity to win," Conner said. "Having everyone begin on an even plane will allow the competition to be based on the knowledge and ability of the skipper ad his crew, rather than the team's financial wherewithal.
 "Just as Cadillac is committed to creating a higher standard on the highway, I am committed to keeping the America's Cup at the San Diego Yacht Club."
 -0- 12/14/93
 /CONTACT: Vince Muniga of Cadillac Public Relations, 810-492-4347; or Julie Cordes of DMB&B Public Relations, 810-258-8634, for Cadillac/

CO: Cadillac Motor Car Division ST: New York, Michigan, California IN: AUT SU:

KE-KT -- DE011 -- 3576 12/14/93 10:34 EST
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Publication:PR Newswire
Date:Dec 14, 1993

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