PLAY REBRANDS DISCOVERY FORD

For local car dealer Discovery Ford, the old adage that “I know half of what I spend in advertising is wasted. I just don’t know which half” was particularly poignant. So, owner Allan Pearson called in the troops at PLAY to sort it. 

“Ford does a great job selling the cars,” says PLAY President Brian Torsney. “”And the dealers’ association was getting the special lease deals and sales out there. But at the end of the day, people buy cars from people, not dealerships.” So PLAY developed a new logo, a new web site, a marketing communications plan and advertising that features sales people in a way that makes it easy to get to know them.

PLAY developed radio and print ads under the banner “Get to know the people at Discovery Ford”. The ads show photos from each salesperson’s past and stories about their lives.

Plans are to also bring sales people into community events where people can test drive Fords and get to know the people at Discovery up close and personal.