2013 Mazda CX-5 Launches With All-New Advertising Campaign

- Multimedia Marketing Campaign Touts 'We Have the Technology' -

RICHMOND HILL, ON, March 30, 2012 /CNW/ - Mazda Canada Inc. (MCI) today announced the launch of a comprehensive, integrated marketing campaign in support of its all-new 2013 Mazda CX-5 compact crossover SUV.  The campaign has been developed to be as unique as the CX-5 itself.

In much the same way that science and technology re-imagined the life of Steve Austin in the hit 1970s television series "The Six Million Dollar Man," so has Mazda's SKYACTIV TECHNOLOGY re-imagined what a crossover SUV can be with the release of the CX-5.  To tell that narrative to consumers, Mazda Canada's communications partner, JWT/Team Mazda, has created a :30 version of a national television spot titled "We Have the Technology" (English spot / French spot).

The new CX-5 television ad is highly stylized with a 1970s era aesthetic and soundtrack showcasing how Mazda engineers used cutting edge SKYACTIV TECHNOLOGY to engineer the CX-5 crossover.  The science fiction-themed narrative delivers the key message that Mazda's technology has engineered a crossover vehicle that is better, stronger, and smarter than its competitors, resulting in the best highway fuel economy of any SUV - including hybrids - sold in Canada, as well as a level of driving dynamics that are expected from a brand like Mazda.

"The Mazda CX-5 is in a class all its own," said Vito Paladino, director of marketing for MCI.  "We take the same enthusiasm and 'no compromises' approach used in engineering our vehicles and apply it to our marketing efforts.  Our 'We Have the Technology' campaign reinforces the fact that Mazda builds cars that are worth driving and continues to beg the question 'What do you drive?'"

The initial launch of the "We Have the Technology" TV spot will be followed by an additional :30 spot focusing on key individual attributes of the CX-5.

Mazda will continue to roll-out the campaign on April 2 with a robust media mix of television, cinema, print and digital (display, mobile and video) designed to reach the active CX-5 target.  The plan will create a large presence able to touch the target where they work and play, not just when they are in front of a television.

"We felt it was important to create a marketing campaign that speaks to the uniqueness of the Mazda CX-5," said Neil Maclellan, VP, Management Director at JWT/Team Mazda.  "The emphasis on science and technology throughout the campaign helps us tell the story to consumers in a different but relatable way.  Essentially it's science fiction without the fiction."

With a starting MSRP of $22,995 MSRP, the Mazda CX-5 delivers a combination of experiential benefits never before seen in a crossover.  All models feature a long list of high-level standard amenities, including auto off headlights, keyless entry, push-button start, a tilt-and-telescopic steering column, steering-wheel-mounted audio and cruise controls as well as auxiliary and USB connection ports.  Available options include front- or all-wheel drive, six-speed manual or automatic transmissions, leather seating, moonroof, and satellite navigation.  Additionally, CX-5 has the best highway fuel economy of any SUV sold in Canada and has earned a "Top Safety Pick" by the Insurance Institute for Highway Safety (IIHS).

Mazda Canada Inc. is responsible for the sales and marketing, customer service and parts support of Mazda vehicles in Canada. Headquartered in Richmond Hill, Ontario, Mazda Canada has a nationwide network of 165 dealerships. For additional information visit Mazda Canada's media website at www.media.mazda.ca

Image with caption: "Mazda's new 'We Have the Technology' commercial (CNW Group/Mazda Canada Inc.)". Image available at: http://photos.newswire.ca/images/download/20120330_C9606_PHOTO_EN_11782.jpg

Sandra Lemaitre, National Manager, Public Relations
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