The brand new 12 months will not magically wipe away the coronavirus or erase the political strife of 2020. However the mere altering of a numeral on the calendar no less than brings hope that the following 12 months will probably be totally different, and Kia Motors America is seizing on the uncommon second of optimism in in any other case darkish instances.

Kia is unleashing its first-ever large-scale New 12 months’s advertising marketing campaign.

The hassle consists of utilizing a redesigned 2021 Sorento to haul the “2021” New 12 months’s Eve numerals from the model’s U.S. headquarters in Irvine, Calif., to New York Metropolis, the place they are going to be put in on the prime of One Instances Sq..

The Sorento will make stops at dealerships alongside the way in which, with the objective of luring some native media protection. And the model will attempt to make a nationwide splash with TV advertisements operating throughout ABC’s “Dick Clark’s New 12 months’s Rockin’ Eve with Ryan Seacrest 2021.” The take care of ABC consists of an in-show integration that may highlight the Sorento street journey utilizing footage of nationwide landmarks, produced in partnership with Nationwide Geographic.

There will probably be loads of product placement on Instances Sq., together with Kia autos parked all through and signage on platforms and video screens.

Kia may even host front-line employees and their households in Instances Sq..

“You will not be capable of miss through the ball drop that Kia is part of it,” mentioned Russell Wager, director of promoting operations for Kia Motors America.

In fact, the in-person advert publicity will pale in contrast with regular years. The Instances Sq. Alliance, the group that levels the ball drop, has closed the festivities to most of the people as a result of pandemic and as a substitute will run a digital occasion that features a 6½-hour commercial-free webcast that includes performances that the alliance has not but publicized.