Buick, a brand deeply committed to championing inclusivity and equity, is taking significant strides to amplify the visibility of women in sports through its extended See Her Greatness campaign. After dedicating the previous year to addressing disparities in women's sports coverage, Buick is launching new initiatives to promote women's sports, foster inclusivity, and provide platforms for meaningful conversations.
Molly Peck, Chief Marketing Officer, Global Buick and GMC, expressed Buick's dedication to advocating for inclusivity and women's equity, stating, "At Buick, we feel an inherent responsibility to advocate for inclusivity and the equity of women, it’s in our DNA." Buick, with the highest percentage of female buyers in the industry, is leveraging its influence to drive recognition for the remarkable athletes contributing to the world of sports.
Under the theme "Watch Me," the second year of Buick's See Her Greatness campaign harnesses digital channels to invite everyone to witness the excellence of women's sports. Five prominent female athletes, including Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd, and Kiki Rice, take center stage in online ads, sharing their personal stories and compelling reasons to "watch me." Buick's commitment to women's sports extends to making the Women's NCAA Tournament more accessible through innovative ad campaigns in collaboration with ESPN.
Buick will run an equal number of paid ads in both the women's and men's NCAA tournaments, reinforcing its dedication to gender equality in sports coverage. The brand is also sponsoring the #SeeHerGreatness challenge on TikTok, encouraging users to showcase their moments of greatness in sports through various challenges and feats.
Collaborating with TOGETHXR, a media company founded by renowned Olympians, including Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim, Buick aims to amplify the conversation and increase representation in sports media. TOGETHXR and Buick have worked together to create inclusive content and host live mentor huddles for authentic discussions between well-known female athletes.
As part of the experience, Buick is offering free shuttles during the men's and women's Final Four® and Championship games in Houston and Dallas. Look out for Buick Encore GXs, Envisions, and Enclaves during the Final Four weekend for a complimentary ride to and from the stadiums.
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