DETROIT - Chevrolet is one of the first brands to partner with CBS's EcoMedia in a new environmental advertising program. The initiative, called EcoAds, will help invest in green projects in local communities.
Through EcoAds advertising packages, approximately 10 percent of media dollars spent go to support community-based environmental and clean energy projects. Projects receiving funds are identified by local municipalities and public entities as being critical, yet under-funded.
"This new, creative approach to advertising will allow Chevrolet to improve the environment while connecting with customers in meaningful and relevant ways that go far beyond a 30-second commercial," said Chris Perry, vice president of marketing, Chevrolet. "What better way to do that than through tangible projects that will allow customers to see Chevy's impact in their community."
The first Chevrolet project to be funded from its purchase of EcoAds will be the renovation of Randol Mill Park in Arlington, Texas, which is scheduled to be completed this spring in time for the beginning of youth baseball season. Park additions will include installing renewable solar energy to power the field lights, enhanced energy and water efficiency improvements, and playground furniture created from sustainable materials.
Qualifying ads are branded with an EcoAd leaf to signify that some of the advertising spend is being used for eco projects.
Chevrolet in November 2010 announced its own local project initiative, a multi-year commitment to invest $40 million in various clean energy projects in communities throughout America with a goal to reduce 8 million metric tons of carbon dioxide emissions.
"This CBS EcoMedia partnership is just one more step on the path toward our environmental sustainability pledge," said Perry. "We are committed to helping our customers where they live and play, and the funding through our EcoAds - like our Clean Energy Initiative - accomplish that goal."
[Source] http://media.gm.com/content/media/us/en/news.detail.brand_gm.html/content/Pages/news/us/en/2011/Jan/0113_eco_ad
