Let's be honest - when was the last time we saw a print advertisement for our car brand? It must have been sometime in 2010 for the introduction of the Saab 9-5 II, at that time there were advertisements in Spiegel, Fokus and Stern in Germany. Then came the great drought, so I am even more pleased with this publication, seen in Austria.
In the current issue of Hotel & Co, a tourism guide for Tyrol and South Tyrol, we found this advertisement from Saab Automobile Parts AB, now Orio AB. Is responsible for the Saab market in Austria by Jan-Philipp Schuhmacher and his staff, and also the ad comes from the Eschborn Tower. Finally, to see again advertising our small Swedish favorite brand, I am very happy!
The placement of the Autumn / Winter campaign there is a clever move in this magazine. Because Hotel & Co is available for half a year in hotels, tourist information offices and restaurants and is often taken home as a souvenir. Unlike in the daily press, this means that the advertisement has a long shelf life. And the chosen motif, Saab 9-3x with mountains in the background, is very well chosen for an alpine holiday region.
The display is more than a sign of life and a signal. Because not everyone who finds the brand likeable informs themselves daily on blogs or in forums about Saab. And yes, you could almost think Saab would be a completely normal car brand with production running again.
But we are on the way there! At least for production. Times are getting better. Finally !