Loudoun Hums with Moore Cadillac Hummer
MARCH 2006: One of the best-known and most respected area automotive brands has moved to Loudoun County. Moore Cadillac Hummer, located at Tysons Corner for more than 28 years, opened the largest combined Cadillac/Hummer dealership in the country on Route 50 in Chantilly last fall. The Hummer showroom opened first in September.
"It's not just another car dealership," says Tom Simmons, creative director of The Thomas Simmons Agency, which launched an aggressive print campaign to promote the new dealership. "These are best-of-class vehicles offered by a trusted family brand. That makes this an event."
"We wanted to leverage the equity the Moore name has achieved over nearly three decades, so we developed the positioning line: The Best Has Moved West. Loudoun, western Fairfax, Prince William and Fauquier County customers appreciate that Moore Cadillac Hummer values their business and has moved closer to them," says Simmons.
The first ad in the series featured a classic H2 Hummer under the headline: Loudoun's Humming. Subsequent ads have featured both Cadillac and Hummer brands together to promote the combination of products the dealership offers.
"Our people want the best and they want to buy from the best," says Tim Curtin, General Sales Manager for Moore Cadillac Hummer of Chantilly. "The agency's campaign sets our vehicles – and our dealership – apart from other automotive choices."
The campaign runs in local and region newspapers and is supported by promotional direct-mail targeting specific, timely offers.
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