‘Don’t just turn up, arrive’, says Holden as part of its ‘brand rejuvenation’

Holden has created a new campaign for its Acadia model as part of the brand’s rejuvenation.

The ‘Don’t turn up, arrive’ brand positioning for the Acadia SUV model aims to change the style of Holden’s communications and inject a sense of humour and fun into the brand.

The ad, created by AJF Partnership, features groups of regular people turning up to waterparks, the airport and a nightclub as if they are famous VIPs.

Holden’s new ad is backed to ‘My House’ by American performer Flo Rida.

Kristian Aquilina, marketing director at Holden, said in a statement the Acadia has all the swagger and impact you associate with red-carpet Hollywood arrivals.

“Our new Holden Acadia ‘Arrive’ campaign picks up on this theme well, while also making it both fun and relevant to Australian families.

“This campaign is another example of Holden changing its style of communication. The Holden Acadia ‘Arrive’ campaign highlights the vehicle’s strengths, while also including the sense of fun
and humour that has been part of Holden’s DNA forever.

“We believe this campaign and the vehicle will resonate strongly with customers as we continue to evolve the Holden brand and talk about our SUV credentials with Australians,” she said.

Last year, Holden launched its SUV Equinox model via a campaign created by The Monkeys.

The Equinox campaign used the tagline ‘Nothing to Prove? Prove it’.


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