Cooking With Style: Buick Teams With Renowned Chef Ming Tsai For Rainier Recipes

.December 03, 2003
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Cooking With Style: Buick Teams With Renowned Chef Ming Tsai For Rainier Recipes

Instructional Cooking Demonstrations Now Playing On www.buick.com

2004 Buick Rainier

Photo: GM

DETROIT - Following the unparalleled on-line success of Tiger Trap, Buick has helped add a page to Chef Ming Tsai's cookbook and is offering recipes inspired by the Pacific Northwest in the final phase of its three-stage direct marketing launch program for the 2004 Buick Rainier SUV.

In addition to a 36-page book mailed to those already registered with Buick, videos of Ming preparing these exclusive dishes is now showing online at www.buick.com/inspiration .

"Ming responded to the natural wonder of Mt. Rainer with recipes that celebrate the tastes and textures of the Pacific Northwest," said Jill Cooley, Buick advertising manager. "With his unique flair and enthusiasm, Ming represents the best of American style, and we are thrilled to partner with him and showcase his work."

Included in the recipes are Mountain Trout with Walla Walla Fried Wild Rice, Grilled Tea-Spiced Venison with Ginger-Rainier Cherry Chutney, and Warm Five-Spice Washington Apple Sundae.

"The Northwest has been blessed with an abundance of fruits, vegetables, seafood, and game, and has influenced its people to create a cuisine that is highly original," said Ming. "I'm proud to work with Buick to offer these dishes in an innovative way."

Buick's direct marketing agency, MRM Partners Worldwide, coordinated the effort with Ming and the entire campaign titled "Rainier - An American Inspiration." Previously, Buick offered songs by quintessential American composer Bruce Hornsby to draw attention to Rainier. The featured track was "King of the Cascades (Song H)," an original instrumental piece composed for Buick as the Official Rainier Theme. It is also currently available at www.buick.com/inspiration.

Ming Tsai

Ming Tsai is the chef/owner of the world-renowned East-West Bistro Blue Ginger and the star of the new Public Television cooking show, SIMPLY MING which is co-produced by Ming East-West, LLC and WGBH Boston. He began cooking for television audiences as the host of his Emmy Award-winning shows on the food network and is also the author of two cookbooks. More information is available at www.ming.com.

Buick Rainier

New for 2004, Buick Rainier offers a level of style, ride, comfort and performance that sets it apart from other mid-size sport utility vehicles. Rainier comes standard-equipped with a Vortec 4200 inline six-cylinder engine with 275 horsepower, providing the power, capability and smoothness of a V-8 combined with the efficiency of a six-cylinder. For even more power and outstanding torque, Rainier is also available with an all-aluminum, Vortec 5300 V-8 engine, one of the most popular in GM's stable of dynamic powerplants. The available V-8 broadens Rainier's market appeal, enhancing both its performance and utility. Exclusive to Rainier on GM's short-wheel-base, mid-size SUV architecture, the Vortec 5300 V-8 SFI (sequential fuel injection) engine provides 290 horsepower.

Rainier's exclusive QuietTuning process uses acoustic materials, treatments and products specifically designed to achieve impressive levels of interior quietness. An acoustic laminate windshield, laminated front side-door glass and special quiet-tread tires work together with 26 strategically positioned acoustic absorbers and seals to help prevent exterior noise from reaching the cabin. Engineers also separated the specific vibration frequencies of the instrument panel, chassis and engine to prevent sympathetic vibration reactions. Noise is even further reduced by a modular cockpit design that virtually eliminates instrument panel squeaks and rattles. The result of it all is an uncommonly quiet vehicle.

Buick pre-launched Rainier with Tiger Trap, a hugely successful on- and off-line campaign to introduce the new nameplate. More than three million people viewed the Internet film starring Tiger Woods and the Rainier at www.buick.com. More than 250,000 registered for a sweepstakes to win one more Rainier in the fall.

(December 1, 2003)

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