Client Success: Cox Media Provides Cable Programming Tie-in at Auto Dealer’s Grand Opening

BACKGROUND

The team of automobile professionals at Balise Automotive Group has been proudly serving New England motorists for three generations. At their dealerships, service centers and collision repair centers in Western Massachusetts, Northern Connecticut, Rhode Island and Cape Cod, customers find tremendous savings on Balise Automotive’s quality vehicles and services.

CHALLENGE

Balise Automotive Group was opening a new dealership location, Balise Toyota. Balise was an existing cable advertiser with Cox Media, but wanted to create a special family-oriented promotion to drive families to their new location and to create buzz about the Grand Opening event.

SOLUTION

The Balise Toyota Grand Opening was promoted heavily across multiple networks through a schedule of cable television advertising. At the Grand Opening, Cox Media arranged for the special appearance of two characters from popular Nickelodeon programs. The dealership provided photographers to take digital photographs of customers with the characters.

RESULTS

Balise Automotive Group was very pleased with the attendance at their Grand Opening event which included a steady flow of families. Overall, the client was very happy.