Kia Sponsors New Year’s Eve TV Show

By Staff Writer December 30, 2020

Kia Motors America, the official sponsor of the Times Square New Year’s Eve Countdown, will ring in the arrival of 2021 with a groundbreaking effort for the all-new Sorento SUV. The campaign began in early-December with a Sorento embarking on a coast-to-coast tour of the U.S. on a mission to deliver the iconic “2021” New Year’s Eve numerals to One Times Square in time for the Ball Drop. Joining Kia on the cross-country trip were photographers from National Geographic that documented the coast-to-coast journey and captured inspirational stories at select points along the way.

On New Year’s Eve, a new creative campaign featuring the new Sorento will air on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2021 on ABC. Created by David & Goliath, Kia’s creative agency of record, the campaign includes a 30-second spot entitled, “The World’s First Storytelling Machine.” In addition to the broadcast campaign, the Sorento will be featured on New Tradition’s digital billboards on the north façade of One Times Square, the building that launched the annual New Year’s Eve Ball Drop tradition in 1907. Sorento’s digital billboards will be on display through January.

To recognize and thank them for their hard work and dedication, Kia will host frontline workers and their families so they can safely experience the thrill of New Year’s in Times Square for themselves. The families will be shuttled to and from Times Square for this once-in-a-lifetime opportunity in a fleet of 2021 Kia Sorento and Telluride SUVs.

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Last modified on Wednesday, 30 December 2020 15:31