NYCA Takes an Unconventional Detour New Campaign For National City Mile of Cars

Full-service San Diego-based marketing agency NYCA shows why it doesn’t make sense to buy a car anywhere else in a new campaign designed to drive customers to the National City Mile of Cars dealerships. “As the auto industry comes out of two difficult years and competition in the local market increases, brand awareness is no longer enough,” said Michael Mark, creative director/ceo of NYCA. “So we set out to develop a hard-selling campaign supported by humor to create an emotional connection with the target audience.”

The “41 Feet of Cars” campaign features the adventures of Josh and Zim, who own the 48th largest auto mall in San Diego but aspire to be number one. As viewers follow the pair’s misguided attempts to discover the secrets of top seller National City Mile of Cars, they clearly begin to understand what makes Mile of Cars so special. The Josh and Zim storyline provides the opportunity to touch on critical messaging points for the dealers, including the many reasons why customers planning to purchase or lease a vehicle in the next twelve months should shop at Mile of Cars, including the best selection, great deals, convenient location and a bilingual sales staff.

The campaign will include two :30 with one :15 lift and two :15 general market TV spots as well as two :30 Hispanic market TV spots. The campaign will also include a rich content online component.

Spots will run throughout 2007 on the top cable and broadcast stations, reaching both the general market and Hispanic target audiences. The :15 spots will also run periodically in theatres.

NYCA, a full-service advertising agency, opened its doors and arms to the world in March 2002. Clients include San Diego Convention and Visitors Bureau, National City Mile of Cars, New Dental Choice, TaylorMade Adidas Golf Worldwide, Rossa Putters, Maxfli Golf, ViewSonic Corp., The San Diego Union-Tribune, SignOnSanDiego.com, The EastLake Company, Kyocera Wireless, EnDev (Stingaree, Side Bar, The Witherby, Ciro's), Duramed Futures Tour and others. The 38 remarkable NYCAers work on the beaches of Encinitas, California. Lucky, huh? Log on to www.nyca.com to learn more.