Client Success: Costume Character Appearance Drives Crowd to 2015 Auto Show

Hampton Roads, VA

BACKGROUND

Hampton Roads Automobile Dealers Association represents virtually every new car and truck franchise dealer between the oceanfront in Virginia Beach to Williamsburg, Virginia.  Since the establishment of HRADA in 1922 by 9 competing automobile dealers, a set of principles has defined the organization:

• To exchange progressive ideas among members.
• To encourage and establish sound business policies.
• To foster constructive and progressive legislation for both automobile dealers and the consumer.

CHALLENGE

HRADA’s challenges involved the following goals surrounding the 2015 International Car Show:

• To raise local awareness of the annual International Car Show.
• To reach potential car buyers in a non-selling environment.
• To create a unique experience for customers.

SOLUTION

HRADA’s Cox Media consultant worked with the Virginia marketing team to coordinate Nickelodeon’s SpongeBob Square Pants character’s appearance at the 3-day auto show.  The appearance incorporated a promotional schedule announcing the dates and times of the event.

In addition, the campaign contained effective TV schedules, including high-profile programming as well as live sports and specials to reach the client’s desired audience.

The Cox Media consultant collaborated with Cox Communications to have HRADA Chairman Mark McCleery appear on Cox 11’s weekly local events program, “Hot Ticket,” to provide viewers with details of what to expect at the 2015 International Car Show. “Hot Ticket” airs several times a week. For maximum exposure, the five-minute interview segment was additionally placed On-Demand and uploaded to the Cox 11 YouTube channel.

RESULTS

The high-frequency commercial schedules increased awareness of the Auto Show and overall created a successful, unique experience for those who attended.  Peter Alexander, Executive Producer of Hampton Roads International Auto Show, said “It’s always wonderful to work with Cox Media.  Attendance continues to grow each year in part due to solutions offered by Cox Media.  The campaign over-delivered on the promise to get our event out to the community and make our show a success.  The character appearance is a huge success with our visitors.  Cox Media provides quality in-house production and the willingness to share it with our other media partners is much appreciated.”