Saab "Born From Jets" Tour Touches Down at Thunder Over Michigan Air Show this Weekend
Saab, the car company that's "Born from Jets," is the primary sponsor of the 2006 Thunder Over Michigan Air Show to be held August 5-6 at the Willow Run Airport in Belleville, Michigan. The partnership gives Saab a major presence at the show, including participation by the "Born from Jets" promotional tour.
The travelling "Born from Jets" tour links Saab's aircraft heritage and jet-inspired designs with the excitement of air shows across the country. It features an eye-catching semi trailer that transforms into a small-scale hangar, complete with an attached control tower. When set up at an air show, this mobile hangar houses interactive displays of Saab product features and plasma screens showing Saab footage. A selection of Saab vehicles is on display in front of the exhibit.
The "Born from Jets" tour is a major element of Saab's marketing and advertising strategy that recalls the Swedish automaker's history as an aircraft manufacturer and the fact that Saab Automobile was started by 16 aircraft engineers. Saab's advertising slogan is, "Once you've built jets, you don't build just another car."
"Saab has a great line of products and a unique, exciting aircraft heritage", said Jay Spenchian, Saab USA general manager. "Our participation in air shows gives us a terrific opportunity to get exposure to millions of consumers in a way that only Saab can do."
Saab introduced its "Born from Jets" campaign in the fall of 2005 with a series of dramatic television ads including "Delta Formation" featuring the 9-3, "Transformer" with the 9-7X SUV and recently, "Head to Head," in which a new 9-5 races a Saab Gripen jet fighter. The next logical step was for Saab to take its aircraft heritage on the road.
The 2006 Thunder Over Michigan Air Show at Willow Run Airport in Belleville will take place Saturday, August 5 and Sunday, August 6. Show hours are 9:00 AM -5:00 PM each day. Admission is $18 for adults at the gate and $13 for youths (age 7-15. Children age 6 and under get in for free. All event parking is clearly marked near the entrance of the show. More information can be fund on the Thunder Over Michigan Web site at http://www.yankeeairmuseum.org/airshow/symposium.htm
The Saab "Born From Jets" tour will also visit air shows in Chicago, Ill. (August 19-20), Cleveland, OH (September 2-4) and San Francisco, Calif. (October 6-8). Other shows will be added later this year. Saab expects to reach over 2 million people with its message and products during the course of the tour.
Saab: From Aircraft to Automobiles
Saab's aviation roots go back almost 70 years to 1937, when Svenska Aeroplan Aktiebolaget (Swedish Aircraft Company Limited) was founded in the town of Trollhattan, 45 miles/70 km north of Gothenburg, where Saab cars are still built today on the site of the original aircraft factory.
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