And celebrate frontline workers while doing so.
Last week, we reported on Kia's latest stunt to deliver the 2021 numerals to Times Square for the annual NYE Ball Drop with the all-new 2021 Kia Sorento. It might've been one of the brand's least exciting stunts, considering it's done 360 jumps with the K5 and made its own Fast & Furious style minifilm, but at the end of a very difficult year, saying goodbye to 2020 in style is perhaps a noble effort from the brand.
Now, the numbers have arrived safely and Kia is ready to contribute to the festivities in an even greater manner, shuttling frontline workers to the New Year's Eve festivities in various Kia products and capping the night off with a new campaign dubbed "The World's First Storytelling Machine."
The new campaign will debut on Dick Clark's New Year's Rockin' Eve with Ryan Seacrest featuring the Sorento, which is the most rugged in the brand's history of midsize SUVs. The campaign will aim to show that the Sorento is a machine with which we can make stories with our families, even in tough times. Aiding the campaign, the Sorento will also feature on the massive digital billboards on the north facade of One Times Square - the building that first played host to the traditional NYE Ball Drop back in 1907.
Kia says it is "ready to say goodbye to 2020 and hello to the new opportunities that 2021 will bring, including the arrival of all-new Sorento, the most advanced SUV Kia has ever built," according to Russel Wager, director, marketing operations, Kia Motors America.
Making the NYE spectacular even more sentimental, Kia will be honoring those that have worked tirelessly throughout the year to keep us safe, hosting frontline workers and their families in a safe manner so they can enjoy the Times Square festivities. The families will be shuttled about in a fleet of Kia vehicles including the Sorento as well as the class-leading Kia Telluride.
Kia will adhere to strict CDC-recommended protocols regarding face masks and social distancing, ensuring these frontline workers are kept as healthy as they've been keeping the rest of the US.