Promotional strategies take the next big step

This piece of news is really interesting berceuse you don’t stumble upon such kind of stories everyday where an entire town gets its new name after a SUV. That’s right! An island which is located on Alaskan island changed its name for the upcoming large SUV from Skoda last Friday. The town’s original name has been changed from KODIA‘K’ to Kodia ‘Q’ as a part of the global marketing campaign initiative taken by Skoda.

The Skoda Kodiaq which will make its presence felt in the Global market towards the second half of this year received its name from a world’s largest brown bear. This bear’s are mainly found in southern coast of Alaska which takes about ten hours flight from Europe and into the largest city of Anchorage. Once you land in the city of Anchorage the island is about 650 km from that town. The ‘Kodiak’ island happens to be a national wildlife refuge and also the home of these bears.

The Alaskan island authorities supported Skoda’s unique marketing campaign for their new SUV and agreed to go ahead with the idea of changing the name on street signs, police cars, fire engines, fishing boats and advertising boards and even on their towns official; homepage. So they replaced the word ‘k’ and changed it to ‘q’.


2016 Skoda Kodiak Exterior High Quality
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The Skoda Kodiaq is going to be the road going version of the Vision S concept SUV which was showcased for the first time at the Geneva Motor Show in March. This car also showcased Skoda’s future design language also. The Skoda Kodiaq SUV looks sleek and smart but unlike the Yeti which has picked up some negative response because of its size and shape the new Kodiaq SUV is about 4.7 metres long and offers three rows of seat inside.

The new Kodiaq SUV will be launched later this year in Europe and it will hopefully make it to the Indian market towards the second half of 2017.

Riju Ganguly

Press Release

Town on island off the coast of Alaska renamed: ‘Kodiak’ became ‘Kodiaq’ for one day

Mladá Boleslav/Kodiaq, 9 May 2016 – The town of Kodiak, situated on the Alaskan island of the same name, changed its name for the new large ŠKODA SUV: last Friday, the town name of KODIA‘K’ changed to KODIA‘Q’. As part of its global marketing campaign, the Czech car manufacturer delved into the roots of the name and documented the connection between its new ŠKODA Kodiaq SUV, the island off the southern coast of Alaska and the bears who live on it.

A large and powerful SUV with a protective nature, a strong sense of family and a high degree of outdoor expertise – what should the new model from ŠKODA, which debuts in the second half of the year, be called? There has been a lot of speculation – now it is official. The new SUV from the Czech Republic receives a name which is strong like a bear: Kodiaq. In the language of the native people, this is not only the name of their Alaskan island, but also the world’s largest brown bear.

The Kodiak bear population, which numbers approximately 3,500, lives on Kodiak Island off the southern coast of Alaska. From Europe, it takes about ten hours to fly to the state’s largest city, Anchorage, and from there it is another 650 km to the island in the Gulf of Alaska. Kodiak Island is roughly the size of Corsica and the Kodiak National Wildlife Refuge, home of the famous bears, covers most of the island. The island is a paradise of outstanding beauty – rugged mountains, narrow fjords, hidden lakes and huge forests shape the landscape. This creates the ideal terrain for an SUV such as the new ŠKODA Kodiaq – here it can proves its qualities, power and suitability for daily use under the harshest of conditions.

ŠKODA has extensively researched life on Kodiak Island and the language of the native people, the Alutiiq. They call the Kodiak bear Taq uka ’aq – the letter ‘q’ at the end is typical for the names of animals. ŠKODA has adopted the letter for the new SUV’s model name, thereby demonstrating its respect for the language of the Alutiiq. At the same time, the ‘q’ creates a very unique and distinctive name.

The Alaskan island’s authorities supported ŠKODA’s extensive marketing campaign. For the ŠKODA Kodiaq communications launch, they generously gave the go-ahead for an unusual event – last Friday, numerous residents changed and pasted over names on street signs, police cars, fire engines, fishing boats and advertising boards. Even on the town’s official homepage, the ‘k’ changed to a ‘q’ to celebrate this unusual name day. A ŠKODA film crew has documented the renaming and recorded the humour and enthusiasm of the town’s population who took part – from the mayor and the sheriff to the lumberjack.

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