Chevy in Times Square: ‘New Year, New Tahoe’

NEW YORK Chevrolet said it would launch its redesigned 2007 Chevy Tahoe in New York’s Times Square on New Year’s Eve. The company will elevate a pair of Tahoes above the crowd, flanking the One Times Square building, from which the ball drops at midnight.

Musical guest Mary J. Blige will perform a pair of songs on a Chevy-branded stage in the heart of Times Square. Her performance will be broadcast live on NBC’s New Year’s Eve With Carson Daly, Presented by Chevrolet, which airs starting at 11:30 p.m. (EST).

Chevy messaging will be on the ABC Studios Supersign, the Reuters Jumbotron and the ball-drop video monitors. The Chevy gold bow-tie emblem will also be on the podium from which Mayor Michael Bloomberg will push the button that drops the ball.

Media buys include sponsorships of the New Year’s Eve broadcasts on ABC, Fox, Telemundo, Telefutura and Galavision, as well as New Year’s Day sponsorships of NFL matchups and BET programming. Chevy Tahoe-branded bags, conveying the message “New Year. New Tahoe,” will be delivered in New Year’s Day newspapers in 29 key U.S. markets.

A new ad for Tahoe, via Campbell-Ewald in Warren, Mich., will break during the New Year’s Eve broadcasts. The ad was filmed against a backdrop of settings like the Brooklyn Bridge and Central Park, and shows an array of different Chevy vehicles. The last segment of the ad, featuring the Tahoe, will be customized for other Chevrolet-sponsored broadcasts this year, including the Olympics.

Countdown Entertainment, New York, handles the Times Square event.