Chevy Looks To Spark Mini Sales With New Sponsorship
The new 2013 Chevrolet Spark, a "mini" car offered in bright colors like Jalapeno, Salsa Red, Lemonade, Denim Blue and Techno Pink, will pace nearly 10,000 runners at this weekend's Color Run in Brooklyn, the first of numerous Spark-paced races across the country. The deal, which also makes Chevrolet Spark the tour's official vehicle, comes just weeks after the mid-July launch of Chevy's new line of mini (or "city") cars.
The Color Run, which debuted last year, is a popular, nationwide series of urban 5K races in which thousands of participants are doused from head to toe in different colors for each kilometer.
“The Spark and The Color Run are perfect running mates because both appeal to style-conscious, high-energy urbanites who don’t live life in neutral,” said Cristi Landy, marketing director, Chevrolet Spark. “We hope Color Runners will like what they see when they meet the Spark.”
Pacing The Color Run events in New York is a specially designed Chevrolet Spark with a multicolor paint scheme over a white base that replicates the look of a color-saturated runner at the finish line.
“Our team wanted The Color Run Spark to look like an authentic race participant, and we believe this pace car will energize and inspire the crowd to take a closer look,” said Kathy Sirvio, the General Motors senior design manager who worked on the production version of the Spark.
Race organizers also partner with a charity in each city; this weekend, The Color Run will team up with the Police Unity Tour and Tuesday’s Children, which supports the needs of individuals impacted by September 11th.
“We created the tag line ‘The happiest 5K on the planet’ when we saw how happy The Color Run made people; now the Chevrolet Spark’s involvement is going to help us bring more happiness to runners and charity partners in more cities,” said Travis Snyder, executive director for The Color Run. “We also love the fact that our events lead people to have a more healthy and active lifestyle.”