Kia Rings in New Year in Times Square

December 29th, 2020 by

The all-new Sorento SUV transported “2021” from California to Times Square. Kia’s campaign, “The World’s First Storytelling Machine,” will air during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2021 on ABC  EST. National Geographic captured footage of people and places nationwide for a series of segments scheduled to air throughout the night.

Kia is the Official Countdown Sponsor for the New Year’s Eve ball drop. Kia will honor frontline workers for their dedication throughout the pandemic by transporting them and their families to Times Square. In addition to the broadcast campaign, the Sorento will be featured on Times Square’s digital billboards through January.

new years eve

“Like everyone, we are 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,” said Russell Wager, director, marketing operations, Kia Motors America. “New Year’s Eve marks a fresh start and a new beginning. It’s another chance for us to write our own story. The Kia Sorento, with its rugged capability and comfortable and flexible interior is perfectly equipped to take you anywhere your story leads.”

Kia’s New Year’s Eve cross country road trip departed from its Irvine, California, headquarters on December 1st.  Along the way, the Sorento stopped at Kia dealerships in Nevada, Arizona, Texas, Louisiana, Mississippi, Alabama, Florida, Georgia, North Carolina, Virginia, Maryland, Pennsylvania, New Jersey and New York.

Throughout the road trip and on New Year’s Eve in Times Square, Kia has and will adhere to CDC recommended protocols regarding face masks and social distancing guidelines. Times Square New Year’s Eve on December 31, 2021 is a broadcast event and is not open to the public.