This document outlines a proposed marketing campaign for Oldsmobile involving strategic partnership events with lifestyle magazines. It would create events that bring magazine subscribers together with the Oldsmobile brand through activities matching the subscribers' interests. Events could involve cooking demonstrations, travel talks, discussions on wealth/finance, or cigar events. The goal is to enhance the Oldsmobile brand, generate interest in test drives, and increase sales through a purchase incentive. The budget estimates costs for the media buy, event execution across 10 markets, and ride/drive elements.

1. OLDSMOBILE
AURORA PROMOTIONS
Bronner Slosberg Humphrey
March 23, 1998

2. Bronner Slosberg Humphrey 2MZ8076C
TABLE OF CONTENTS
â Lifestyle Partnership Event
â NCAA Alumni Tie-In
â Business Travelers
â Discover Aurora Day
â Drive-In Movie Event
â Oldsmobile Scramble
â Event Matrix
â Appendix
• Original Program Summaries
• Estimated Cost Details

3. Bronner Slosberg Humphrey 3MZ8076C
Lifestyle Partnerships

4. Bronner Slosberg Humphrey 4MZ8076C
LIFESTYLE PARTNERSHIPS
Create targeted, strategic partnership events to enhance Aurora
brand equity and generate handraisers through partnership with
lifestyle-oriented magazines
• Enhance, improve, and increase awareness of
Aurora
• Generate test drives from in-market targets
Awareness
Consideration
Dealer Visit
Test Drive
Purchase • Utilize purchase incentive to drive sales

5. Bronner Slosberg Humphrey 5MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Subscribers of magazines whose demographics/psychographics match
well with Aurora target characteristics
Gourmet Travel & Leisure Forbes Cigar Aficionado

6. Bronner Slosberg Humphrey 6MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Average Age
Household Income
Gender
College Grad
Psychographics
50
$100,000
70% Male
67%
• Confident
• Informed
• Desire to stand out
Aurora TargetAurora Target Aurora TargetGourmet Subscriber
45
$115,000
33% Male
56%
• Social – like to entertain
• Interested in experiencing life’s pleasures
• Male clientele are fiercely loyal to Gourmet

7. Bronner Slosberg Humphrey 7MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Average Age
Household Income
Gender
College Grad
Psychographics
50
$100,000
70% Male
67%
• Confident
• Informed
• Desire to stand out
Aurora TargetAurora Target Aurora TargetTravel & Leisure Subscriber
47
$96,600
48% Male
51%
• Passion for travel
• Inquisitive
• Open to new experiences

8. Bronner Slosberg Humphrey 8MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Average Age
Household Income
Gender
College Grad
Psychographics
50
$100,000
70% Male
67%
• Confident
• Informed
• Desire to stand out
Aurora TargetAurora Target Aurora TargetForbes Subscriber
53
$129,000
91% Male
76%
• 72.5% own two or more vehicles
• Ambitious
• Leaders
• Entrepreneurial

9. Bronner Slosberg Humphrey 9MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Average Age
Household Income
Gender
College Grad
Psychographics
50
$100,000
70% Male
67%
• Confident
• Informed
• Desire to stand out
Aurora TargetAurora Target Aurora TargetCigar Aficionado Subscriber
44
$109,000
99% Male
79%
• 40% plan to purchase a car in next
12 months
• Successful
• Reward themselves with the best life
has to offer

10. Bronner Slosberg Humphrey 10MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
• Events will be created in partnership with magazines that sell
to Aurora’s target audience
– Gourmet
– Travel & Leisure
– Forbes
– Cigar Aficionado
• Events offer an exclusive opportunity to Ride and Drive the
Aurora amidst an upscale, lifestyle-specific party
• Events will feature appropriate speakers, demonstrations,
tastings and discussions
• Ride and Drives will take place throughout each event

11. Bronner Slosberg Humphrey 11MZ8076C
LIFESTYLE PARTNERSHIPS
Event
Attendance
Invitations
Mailed
Targeted
Magazine
Subscribers
Thank You
Gifts
Test Drives
• Magazines
subscribers who
fit Aurora demos/
psychographics
• Utilize magazine
in-market data for
subscribers
• Invitation includes
seven questions
• Participants bring
in invitation as
means of entry
• Participants take
test drives during
event
• Goody Bags
– Thank you card
– Product brochure
– Purchase incentive
– Survey
– Other magazine
items
ITM for
Questions
and
Registration

12. Bronner Slosberg Humphrey 12MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
• Magazines will work in conjunction with Bronner on finding locations and executing events
– Magazines will use their subscription lists that have in-market data to develop
invitation list
– Bronner will supervise event execution and development
– Events can run anywhere from intimate parties of 60
to larger groups of 200
• Magazines require a media commitment to co-sponsor an event
– Media commitment needs to be negotiated
– Media purchase will dictate level of magazine participation in
executing party
– Depending on purchase, magazines can create, produce,
mail and manage RSVPs of events
• Event timing is not dependent on ads from media buy running prior to event
• Budget reflects estimated ad commitment required for partnership
• Estimated commitment is 5 insertions per publication
– Assumes Oldsmobile will partner with 2 publications
– Each publication co-sponsors 5 events

13. Bronner Slosberg Humphrey 13MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
• Locations will be (a selection of) top Aurora markets
– Budget assumes 10 markets total
• Ride and Drives will be offered
– Competitive vehicles and Aurora driving on street course
• Appropriate space will be chosen to run necessary
number of test tracks
• Non-competitive Ride and Drive also available at a
lower cost
– Product information specialists provide informational
overview on car and get all waivers signed prior to Ride
and Drive
– Managed by company such as Utechniques
• Goody bags will be given to each invitee
– Thank you card – Purchase incentive
– Product brochure – Other magazine items
– Survey
• Program development dependent on merchandise credits
negotiated for 1998 Oldsmobile media plan
Detroit
Youngstown, OH
Flint, MI
Grand Rapids, MI
Indianapolis
West Palm Beach
Chicago
Dallas
Cleveland
Cincinnati
St. Louis
Philadelphia
Orlando
Tampa
Pittsburgh
Minneapolis
Atlanta
Houston
Boston
New York
Los Angeles

14. Bronner Slosberg Humphrey 14MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Gourmet
Event Description
Special Note
• A cooking demonstration and
tasting by the nation’s top chefs
• Locations may include exclusive
hotels, restaurants or private clubs
Gourmet has planned and executed similar events for
other car companies. For Jaguar, a car was sold on the
spot! Their database includes car ownership and lease
expiration date

15. Bronner Slosberg Humphrey 15MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Travel & Leisure
Event Description
• Themed travel party with tasting
of local cuisine
• Famous writer/adventurer as speaker
• Location could be hotel, club or public space

16. Bronner Slosberg Humphrey 16MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Forbes
Event Description
• Speaker from magazine writing
staff or well-known person within finance industry
• Topic can include building personal wealth, managing
assets or other pertinent subjects
• Location could be hotel, private club or public space
• Refreshments would be served

17. Bronner Slosberg Humphrey 17MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Cigar Aficionado
Event Description
• Speaker from within the cigar
industry would discuss the fine
art of making and enjoying cigars
• Possible movie featuring many famous people
discussing why they love their cigars and the history
of cigars (utilize existing film, has been shown at
similar events)
• Additional high-end advertisers may be brought in to
provide samples and tastings
• Cigars to sample, purchase and enjoy with a selection
of fine hors d’oeuvres

18. Bronner Slosberg Humphrey 18MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
Media Planning, Placement and
Lead Time
Event Preparation
First Event Date
Program Approval
Fully Detailed Budget
Creative Development &
Production
(Ads, Invitations, Purchase
Incentive, Thank You Card)
Program Length
Mar Apr May Jun Jul Aug Sep Oct
Mar 23-May 22
Mar 30-Jun 30
Mar 30-May 30
Jul 1-Sep 30
Mar 23
Mar 30
Early Jul
Invitations in Mail Jun 15

19. Bronner Slosberg Humphrey 19MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
• Estimated total circulation of 9 million from media purchase
• 10 events with 200 participants each = 2,000 total participants
• 3.3% overall purchase rate = 66 Auroras sold
Lead Generation

20. Bronner Slosberg Humphrey 20MZ8076C
LIFESTYLE PARTNERSHIPS (CONT’D)
• $500 purchase incentive x 66 = $33,000 $1,080,700$1,047,700
• Bronner Fee and Pass-Through
– Project development and mgmt
– Creative development and production
of invitation and goody bag contents
– DMS programming
– Teleservices call management
• Media Purchase
– 2 publications
– 6 full-page, 4/c ads
• Ride and Drive
– Auroras with competing vehicles
– 6 people to administer drive
– Transportation
• Event development and execution
– 10 events
Incentive Total Budget Estimate
Communication Budget
Estimate
Cost figures are initial estimates only. Final estimates
will depend on agreed upon program scope and final
negotiations with partners and vendors