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• The campaign, "Making History," highlights its Southwest Athletic Conference (SWAC) sponsorship and its commitment to Historically Black Colleges and Universities (HBCUs).
  • This is the second year of GM's sponsorship of SWAC.
  • HBCUs have showed up in previous GM marketing in the past, but this ""it is the first commercial and campaign dedicated to honoring HBCU culture and rich history, while spotlighting our sponsorship of the SWAC, one of the premier HBCU conferences in the country,” per GM multicultural marketing manager Charles Chapman.
• It launched nationally on March 11 during SWAC sporting shows on ESPN+ and ESPNU.
• More work will continue to roll out throughout 2023, so get in touch soon to secure last-minute ad dollars.
• The company will likely:
  • ​​​​​​​Continue ramping up multicultural initiatives
  • Keep increasing spend as more creative rolls out
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Men ranging from Gen-Z through Gen-X
  • As you can tell, GM is particularly targeting multicultural audiences.

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