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Publication: Crain's Detroit Business
Publication Date: 01-MAR-04 		Format: Online - approximately 1051 words
Delivery: Immediate Online Access

Article Excerpt
Delphi starts TV campaign to boost nonauto business

Delphi Corp. is using a television ad campaign that'll run throughout the year to promote its nonautomotive business.

The ads, created by Delphi's ad agency McCann-Erickson Detroit, were to debut over the weekend. The ads show automotive scenes morphing into other images, such as a hospital room and computer station. Delphi has two spots ready to air and another two being finalized.

About $1.3 billion of Troy-based Delphi's $28.1 billion in 2003 revenue was nonautomotive. Delphi (NYSE: DPH) wants to show investors and the general public that products such as connectors, thermal systems and sensors have a wide range of uses, said Bill Lafontaine, corporate director of media relations and marketing communications.

"The TV medium is a great way to do it,'' he said. "With a print ad, you won't get the `wow' factor you do with these commercials.''

The ads will air nationally on news and financial...



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