Exploring the 2024 Santa Fe: Hyundai's Blend of Adventure and Luxury Unveiled

Hyundai launches the 2024 Santa Fe campaign, emphasizing rugged adventure and luxurious comfort tailored for Asian American couples and families.

Hyundai, in collaboration with its Asian American marketing agency, TEN Advertising, has launched a new creative campaign for the 2024 Santa Fe SUV, titled «Ruggedness» and «Wide Open Space». This initiative aims to appeal to Asian American couples and families who are in search of exciting experiences in their daily routines. The campaign, which began on March 15, emphasizes the SUV's ability to offer both adventure and comfort by highlighting its rugged exterior and HTRAC AWD system alongside a sophisticated and spacious interior.

The ads specifically cater to Asian Americans, portraying the SUV as a symbol of an adventurous lifestyle blended with a preference for premium spaces. By doing so, Hyundai seeks to resonate with the values and heritage of its Asian American customers. Angela Zepeda, Hyundai Motor America's chief marketing officer, emphasized the brand's commitment to creating culturally relevant connections that highlight the Santa Fe’s versatility and features, such as its spacious interior and open tailgate that merges indoor and outdoor spaces.

The campaign's creative concepts were developed based on an in-depth analysis of the redesigned Santa Fe and insights into Asian American consumer lifestyles. The «Ruggedness» ad showcases an Asian American couple embarking on an off-road adventure in the Santa Fe XRT model, while the «Wide Open Space» ad focuses on the vehicle as a sanctuary for family outings and peaceful retreats.

The campaign will be spread across various channels, including TV, digital platforms, social media, and theaters, leveraging video and digital assets to emphasize the emotional appeal and exceptional design of the Santa Fe. Additionally, TEN Advertising has orchestrated an integrated campaign featuring PR and experiential elements to introduce the 2024 Santa Fe to consumers, reinforcing Hyundai's message of finding joy in every journey.

Source: Hyundai