Suzuki goes around The Block again

SUZUKI is again banking on a television ratings bonanza for home renovation reality TV show The Block, hanging its first-quarter marketing activities on the ‘all-stars’ version of the nightly show that started this week on Channel Nine.

The campaign includes high-profile product placement of both cars and motorcycles, along with an associated ‘Blockbuster Deals’ retail sales push.

Last year, The Block was one of the top two programs in the weekday TV ratings, helping Suzuki to achieve 2450 sales in May – a company record for the month.

This year, the second half of the program is up against some reality show heavy hitters on other channels, including Masterchef: The Professionals on Ten and My Kitchen Rules on Seven.

But Suzuki Australia Automobiles general manager Tony Devers said The Block had a proven track record.

“Suzuki backs winners,” he said.



From top: Suzuki Australia Automobiles general manager Tony Devers.

Mr Devers said that, apart from deals on cars across the Suzuki range, the company would use the show to promote the new special edition Grand Vitara Navigator, which gets an integrated infotainment system with sat-nav, reversing camera and Bluetooth with audio streaming.

He said that rather than promote its wares passively like some companies, Suzuki enjoyed “rolling up our sleeves and being part of the program”.

“The entire Suzuki range will feature throughout the show, including some surprises for participants and fans alike,” he said.

Suzuki started 2013 with its best January on record, selling 1834 vehicles – up 10 per cent on the previous year.

Apart from The Block, Suzuki’s other big-ticket sponsorship is National Rugby League team Melbourne Storm.