Mazda bets $138 mil on 6; Sport sedan picked to drive business, gets record ad blitz. (News).(Mazda6 to be introduced with $138 million in ad spending)

Advertising Age, November, 2002 by Halliday, Jean

Byline: JEAN HALLIDAY

The all-new Mazda6 is so crucial to Mazda North American Operations that the marketer is giving the sport sedan the biggest media send-off for any of its models-an estimated $138 million blitz.

The automaker's last major push was for its Tribute sport utility vehicle in June, 2000, and Kristen Simmons, marketing director at Mazda, said the 220-horsepowered sports sedan will get twice the media push of Tribute. Mazda spent $69 million in measured media on Tribute from June through December of that year, according to Taylor Nelson Sofres' CMR.

``We know we need this car to drive our overall business,'' said Ms. Simmons of the 2003 Mazda6, which goes on sale in late November.

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