to Launch First National Media Campaign

May 03, 2004, 01:00 ET from

    CHICAGO, May 3 /PRNewswire/ --, the one-stop shop for buying and
 selling a car, today announced its largest media campaign in company history.
 Building upon extensive brand promotion in local markets across the
 network, will extend its reach with the launch of its first national
 television campaign on May 3.
     " has always leveraged the local media assets of its 175 newspaper
 and television partners to build local leadership through unmatched
 promotion," said president, Mitch Golub.  "Now on top of heightened
 local marketing efforts, we are extending our reach nationally with a powerful
 combination of national television, online advertising, and premier
 distribution partnerships.  It's all about reaching more, high quality, ready-
 to-buy customers, attracting them to, and ultimately, to our dealer
     Three new :30 television spots were created and produced for by
 DDB Chicago that portray the joy a shopper feels in finding the right car.
 "Big Moment" and "Hand Shake" showcase the quality connections made between
 ready-to-buy customers and their local dealer.   A third spot, "Skeptical
 Wife, " shows just how quick and easy it can be to sell and find your car on  A husband and his skeptical wife are pleased to find just the right
 buyer for their lime green hatchback, a passionate connoisseur of all things
 green, who is equally enthused to find his perfect vehicle match.
     The spots use humor to position as an approachable resource for
 consumers.  "We wanted to convey that is a little more human and
 approachable than all the other automotive Web sites out there," said creative
 director, copywriter Sean Bryan.
     The new ads all include's new tagline; Find the right car for
 you.  "Each spot features a car shopper finding exactly the vehicle he or she
 wants, and getting a little too excited about it," said creative director, art
 director Tom Murphy.  "It shows the value both the buyer and seller experience
 when shoppers prepare online and identify their vehicle choice."
     The television spots will air during primetime and early morning top-rated
 news and information programs on premier cable networks including, CNN, CNBC,
 Discovery, ESPN, Food Network, MSNBC and TLC.  Spots are scheduled to run on
 news programs such as "Larry King Live," "Closing Bell," "Squawk Box," the
 "Suze Orman Show," "Hardball with Chris Mathews," and popular lifestyle and
 education programs including "Junkyard Mega-Wars" and "Emeril Live."
     The national television campaign also includes sponsorship of ESPN's
 "SportsCenter," the number one sports information show. will sponsor
 two features per week including 'Top-Ten' and 'Call of the Day'.
 Additionally, will also have a presence on top-rated ESPN shows
 including "Baseball Tonight," "Golf: U.S. Open Highlights," "Pardon the
 Interruption" and the "NFL Postgame SportsCenter."
     "By using a combination of hard news programs, talk shows, sports news
 shows, 'how-to' programs, lifestyle and general interest news we will reach a
 dynamic audience of information seekers, with whom the message
 resonates," said Gail Haft, vice president of marketing,  "In
 attracting these qualified consumers to our site, we are able to build
 meaningful connections between buyers and sellers after they have
 been online."
     The national television campaign will reach 125 million viewers with more
 than 2,000 spots airing in peak car buying months, May and June, as well as
 September and October. Network to Increase Local Promotion
     Building on its heritage of local promotion, the network of 175
 leading newspapers, television stations and their Web sites will increase
 local marketing efforts to heighten the impact of the national campaign.
 Markets across the network including leading properties such as Los
 Angeles Times, The Arizona Republic, The Boston Globe, The Dallas Morning
 News, The Philadelphia Inquirer, The Washington Post and the Star Tribune will
 run print executions closely integrated with the television campaign. Also
 produced by DDB Chicago, "Car Hug" and "Cartwheel" express the satisfaction a
 consumer feels in finding the right car.  In addition to in-paper insertions
 of the brand campaign, many local markets will also run online advertising,
 local television spots, outdoor billboards and radio.
     "Only has the marketing power of 175 media leaders.  Our
 unparalleled local promotion sets apart and allows us to reach
 consumers in the local market when they are really ready to buy," said Mitch
     Integrated Online Marketing Campaign Delivers the Message to Internet
     Beyond local promotion, the campaign is backed by a national online
 presence designed to extend the message to the Internet audience and drive
 traffic directly to's online advertising, created by Tribal
 DDB, matches the theme of excitement in the television spots and will run on
 leading sites including and
     Keywords on premiere search engines and exclusive distribution
 partnerships with leading consumer destinations, Kelley Blue Book's
 and MSN Autos, are also expected to drive a high volume of qualified visits.
     Partnered with 175 leading metro newspapers, television stations and their
 Web sites, is the one-stop shop for those looking to buy or sell a
 new or used car.  The site places vehicle listings from more than 5,500
 dealers alongside nationwide classified advertising and private-party listings
 to offer consumers the best selection of new and used cars online, as well as
 the content, tools and advice to support their shopping experience.
 combines powerful inventory search tools and new-car configuration with
 pricing information, photo galleries, buying guides, side-by-side comparison
 tools, original editorial content and reviews to help millions of consumers
 connect with sellers each month.
     Launched in June 1998, is a division of Classified Ventures, LLC,
 ( ), which is owned by six leading media
 companies including, Belo (NYSE:   BLC), Gannett Co., Inc. (NYSE:   GCI), Knight
 Ridder (NYSE:   KRI), The McClatchy Company (NYSE:   MNI), Tribune Company
 (NYSE:   TRB) and The Washington Post Company. (NYSE:   WPO).  For more
 information, visit .
     About DDB Chicago
     Named 2003 Agency of the Year by the Clio Awards, DDB Chicago is the
 largest DDB agency and is one of the world's most awarded agencies in terms of
 creativity and effectiveness. In addition to work with, DDB Chicago
 works for a strong roster of blue-chip clients including Anheuser-Busch,
 McDonald's, Dell, State Farm, ALLTEL, JCPenney, The Home Depot, Novartis, FTD,
 OfficeMax, Midas, Unilever and Dairy Management Inc..
     About DDB Worldwide
     DDB Worldwide ( ), Advertising Age's and Adweek's 2003 Global
 Agency of the Year, is one of the leading advertising agency networks in the
 world with 206 offices in 96 countries. Acknowledged as the industry's most
 creative multinational network, DDB has won more Grand Prix Awards in the 50-
 year history of the International Advertising Festival in Cannes than any
 other agency, and over the last 16 years, has won more awards in Cannes than
 any other agency network. In 2003, for the third year in a row, DDB was also
 named Network Agency of the Year at the Clio Awards.