Taking the Lead in Promotion

General Motors’ new SUV, the GMC Yukon Denali, was about to launch in the marketplace—a marketplace that at the time was flooded with competing SUVs. So how could the Yukon differentiate itself? As Associate Director at Digitas, LLC, Sally Lane Smith worked with the creative team to highlight the unique tight turning radius of the Yukon Denali, coordinating both online development (including all elements of the online shopping site) and direct response marketing initiatives to reinforce general advertising. In addition, Sally was the account leader on all direct mail and online marketing efforts to support the launch. As a result, the new Yukon surpassed its sales forecast in its very first year.