The campaign, which was developed and handled by Nissan's global agency TBWA, was launched on 1 June and features a series of airport billboards with Bolt and his Nissan GT-R. Starting with 13 airports including Narita (Tokyo), Hong Kong, Kuala Lumpur, JFK (New York), and Heathrow (London), the campaign will eventually be rolled out to all major international airports worldwide.
Bolt, who owns a Nissan GT-R, said that he had done his online research before choosing it, "Nissan GT-R is a wonderful car and perfect for me. I love everything in it. I enjoy driving it, and I feel completely safe, and that is the key thing for me," he said.
This campaign is the first initiative of Nissan's newly-formed global marketing organisation that was tasked last year with accelerating the company’s brand power in support of Nissan’s Power 88 mid-term business plan.
Nissan’s Power 88 plan includes major investments into new markets, products and technologies to raise its presence across the globe. This campaign is aimed at boosting the already-strong momentum achieved in key markets around the world.
The OOH campaign will be extended online with a dedicated global Facebook fanpage which will document the connection between the Nissan GT-R and Usain Bolt, and other stories.
The campaign will be rolled out by selected media agencies on a geographical basis, said a spokesperson for Nissan.
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