- Repair & Care
Chicago—May 31, 2007—Cars.com is accelerating its media campaign for the summer with sponsorship of ABC's "Fast Cars & Superstars -- Gillette Young Guns Celebrity Race," a seven-episode series to air on ABC prime time beginning Thursday, June 7 (8:00 - 8:30 p.m. ET). Cars.com will have a significant presence throughout the series, including a branded car that will be featured in the premiere episode as celebrity drivers face-off behind its wheel during a time-trial race.
"Sponsorship of this new series presented a unique opportunity for Cars.com to reach consumers through branded entertainment," said Carolyn Crafts, vice president of marketing at Cars.com. "Cars.com has been well-integrated into the series, allowing consumers to actively engage with our brand in a way that goes far beyond a 30-second spot."
As one of seven corporate sponsors of "Fast Cars & Superstars -- Gillette Young Guns Celebrity Race," Cars.com will be prominently featured. In addition to its branded race car, Cars.com will be integrated into the show through signage and leader-board sponsorship. Several Cars.com commercial spots will also air on ABC throughout the series. Online, Cars.com visitors will find exclusive behind-the-scenes coverage from the filming of the show, including interviews with celebrity drivers.
"As we head into peak car-buying season, this high profile sponsorship comes at a fantastic time for Cars.com advertisers who will benefit from our increased visibility," Crafts said. "Our continued investment in marketing is driving more car shoppers to our site and ultimately to our advertising partners."
Sponsorship of ABC's "Fast Cars & Superstars -- Gillette Young Guns Celebrity Race," is in keeping with Cars.com's strategy to build its brand and reach in-market car shoppers through engaging ad mediums and sponsorship opportunities. Other key elements of the site's 2007 media campaign include presenting sponsorships of live sporting events, such as ESPN and ESPN2 Saturday Afternoon College Basketball and ESPN Saturday Afternoon College Football. Cars.com also recently announced the launch of an online brand campaign that includes sponsorship of hit shows on ABC.com as well as placements on popular news and information websites, including MSN, ESPN.com, MapQuest.com and CNET.com. Cars.com's 2007 campaign, the largest in company history, is valued at $110 million and is expected to reach more than 250 million consumers.
Partnered with more than 200 leading metro newspapers, television stations and their websites, Cars.com is the most comprehensive destination for those looking to buy or sell a new or used car. The site lists more than 2 million vehicles from 13,000 dealer customers,classified advertisers and private parties 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. Recently selected by Forbes.com as a Best of the Web site for car shopping, Cars.comcombines 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 car shoppers connect with sellers each month.
Launched in June 1998, Cars.com is a division of Classified Ventures, LLC, which is owned by leading media companies, including Belo , Gannett Co., Inc. , The McClatchy Company, Tribune Company and The Washington Post Company.