With a broad fall campaign, Cars.com speeds onto the airwaves
Cars.com certainly isn’t punting away the fall football and annual new car model season.
In fact, Cars.com, an online automotive advertising site, joins the ranks of AutoTrader.com and others hitting the TV airwaves this fall with new advertising campaigns.
Cars.com will sponsor nearly 2,000 spots on leading cable TV networks from September through December, says Cars.com president Mitch Golub. The national television campaign will be centered around ESPN’s “SportsCenter,” a widely watched sports information show. Cars.com will also sponsor two features per week including, ‘Top-Ten’ and ‘Call of the Day,’ and air commercials on cable channels such as Discovery, CNN, CNBC, Food Network, MSNBC, TLC and WGN.
The campaign, created and produced by DDB Chicago, features 30 different television spots that all portray the joy a shopper feels in finding the right car. “We are reaching an audience of information-seeking consumers with a strong message that Cars.com is the site to help them research a car and locate a dealer,” Golub says.
Television ads are the latest marketing and advertising push by Cars.com. The company also launched an integrated media campaign in May to drive site traffic. In addition to increased local print promotion, Cars.com launched an aggressive online marketing program that included ads on ESPN.com, Discovery.com, Google, Overture, Kelley Blue Book’s kbb.com and MSN Autos.
Launched in June 1998, Cars.com is a division of Classified Ventures LLC, which is owned by six media companies including, Belo, Gannett Co. Inc., Knight Ridder, The McClatchy Co., Tribune Co. and The Washington Post Co.
Back...
