BOSTON — Hyundai Motor America and agency Jack Morton Worldwide have rolled out an integrated, consumer-driven campaign aimed at boosting appeal for the all-new 2011 Sonata SE.

What's being called the Sonata Uncensored campaign is opening with a tour of 10 cities across the U.S. Officials indicated the trek will go from New York to Los Angeles during the middle of October.

Each stop is scheduled to include test drives of Sonatas and competing vehicles. Hyundai plans to upload video from the events to its Facebook page as well as use it in the national Sonata Uncensored ad campaign.

The automaker added that it's also partnering with Dwell magazine and architect Christopher Deam to enhance the Sonata Uncensored lifestyle experience.

Along with the 10-city tour, the OEM is inviting 50 owners of competing sedans to drive the 2011 Sonata for 30 days and share their experiences. Management said the uncensored feedback is set to be distributed through a customized Hyundai Facebook application that's going to be launched later this month.

Hyundai and Jack Morton recalled their previous campaign collaborations. Back in 2008, Jack Morton organized consumer tours for the automaker's Genesis sedan and coupe. The agency's 2009 campaign for Hyundai, the Adrenaline Tour, won an EX Award for consumer events this past May.

"We found in Jack Morton a strategic partner who understands the Hyundai brand and knows the value of creating smart and relevant brand experiences," explained Monique Kumpis, experiential marketing and strategic alliances manager for Hyundai.

"Jack Morton is about a lot more than events," Kumpis continued. "They're about where we want to take our brand and creating experiences that will take us there."

Josh McCall, chairman and chief executive officer of Jack Morton, is eager to find out how this Sonata marketing effort boosts Hyundai sales.

"The Sonata Uncensored campaign is another opportunity to create a great experience and great results for Hyundai," McCall stated. "They're a terrific client."