PR Team: AutoTrader and Porter Novelli (both Atlanta)
Campaign: Drive to a New Start
Duration: April 2008-May 2009
Budget: $750,000
AutoTrader, long known as an outlet for used cars, decided to raise awareness about its new car offering by tapping into the sports partnerships it already had in place. The Atlanta-based company worked with Porter Novelli on the integrated campaign, which targeted men ages 25 to 55.
Strategy
AutoTrader focused its outreach during the summer months to reach its target demographic during baseball season, which is ...