Nissan North America Unveils New Advertising Campaign Targeting the African American Market

    GARDENA, Calif.--Jan. 15, 2003--Today, Nissan North America, Inc. (NNA) announced the launch of its new advertising campaign, entitled The Black Experience, targeting the African American market. The campaign has been specifically designed to celebrate African American achievement and honor African American shifters, shakers and groundbreakers from 1619 to 2003 and beyond.
    The campaign will reach the African American audience through a comprehensive media schedule. The first phase of The Black Experience breaks this month with outdoor, enhancing the spirit of Black History Month by shifting the perspective to the future. This is accompanied by The Black Experience print ads and online work at www.NissanUSA.com and www.blackplanet.com.
    The second phase of The Black Experience campaign will utilize TV, outdoor, national print and NissanUSA.com to illustrate the boundaries that African Americans continue to shatter in education, business, science and the arts. In each medium, the ads will feature notable African Americans that have made significant contributions to society.
    "The Black Experience definitely shifts the standard for all Nissan advertising," said Steve Wilhite, vice president, marketing at NNA. "Consistent with SHIFT_, this work goes beyond product and defines what Nissan strives to accomplish in our company and through our brand -- to challenge each of us to change a life, a world, or simply the way we move through it."
    The print ads debut in mid-January and will be featured in February issues of Black Enterprise, Complex, Essence, Fader, Honey, Savoy, The Source and Vibe magazines. The outdoor campaign also launches in mid-January in Los Angeles, San Francisco/Oakland, New York, Chicago, Philadelphia, and Atlanta.
    The Black Experience campaign was developed and created by Nissan's transcultural advertising agency, TRUE Agency, Inc., based in Los Angeles and New York. Nissan hired TRUE in July 2002 to develop advertising strategies and campaigns that position Nissan as a relevant and compelling brand to the African American market.
    "We are extremely proud of this work," said Christopher Davis, creative director, TRUE agency. "Nissan has inspired us with their products and values to communicate with heart, spirit, hope and respect."
    "I agree one-hundred percent," said Richard Wayner, president and CEO, TRUE Agency. "Everyone is really excited about The Black Experience campaign as a start, and is excited about our future with Nissan."
    In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.NissanUSA.com or www.infiniti.com or contact the corporate media line at 310-771-5631.
    Contact Tiarzha Taylor at (310) 771-5645 or Toni Harrison at (323) 469-8680 with additional media inquiries.