Saab Relaunches Brand Post GM

Explaining the new McCann Detroit-created campaign, entitled The Story of Saab, which launched Wednesday, Saab Marketing Communications Manager Nicole Jankowski said, "The idea behind the campaign is independent thinking, but, most importantly, it will let everyone know that Saab is back, here to stay and that we never went away - what we stand for and who we compete against."

Print will include placements in the Wall Street Journal and a television campaign will kick off January 21. An late to the consumer-generated game, Saab will ask its Facebook fans to develop ads for the campaign, some of which may be incorporated into the campaign.

Jankowsi says the campaign will re-launch the brand - which has been absent from the marketplace for the better part of a year after it was sold by GM to Spyker Cars NV - and will form the basis of a long-term, brand building effort.