- Repair & Care
Chicago—April 1, 2008—In the wake of its Super Bowl debut, Cars.com announced today its continued investment in marketing its brand repositioning by becoming a broadcast sponsor of Fox MLB Saturday Game of the Week. The promotion includes sponsorship of the in-game "Scouting Report."
The sponsorship is part of Cars.com's largest media campaign ever. The site has invested a record $200 million in marketing in 2008 to reach more than 261 million people with its new integrated campaign and brand message. The campaign leverages a wide network of television, print and online channels to build awareness of the brand and demonstrate how Cars.com gives consumers the confidence to make informed decisions using the site's credible and easy-to-understand research tools and advice.
"Our new campaign is already having a huge impact for our brand and for our advertisers," said Mitch Golub, president of Cars.com. "Immediately following the launch of our new ads on Super Bowl, we saw record gains in traffic that have held steady. March brought the third consecutive month of record visits to Cars.com, which once again translated into record lead delivery for our advertisers. With our all-new sponsorship of Fox MLB Saturday Game of the Week, we expect overall visits and leads to dealers to continue at a record pace."
Cars.com's 2008 media plan also calls for an additional presence on other sports programs, including sponsorship of the NCAA "Tournament Reports" on ESPN's "SportsCenter" and a new sponsorship of ESPN2's "NASCAR Now." Cars.com will also renew its presenting sponsorship of Saturday Afternoon College Football on ESPN.
Because of its reach, television in general will play a major role in this year's campaign. In addition to the FOX MLB sponsorship, viewers will see Cars.com spots on top networks, including ABC, Comedy Central, the Discovery Channel, ESPN, ESPN2, TBS, TNT and USA. Cars.com will further its on-air presence with high-profile sponsorships on "The Colbert Report," "The Closer," "The Office," "Burn Notice" and "FutureTrans." Episode sponsorships, original Cars.com-branded content and special commercial placements on these shows will differentiate the Cars.com message from other advertisers.
The national television and online campaign is backed by the promotional power of Cars.com's affiliate network of more than 175 leading newspapers, TV stations and their respective websites.
Cars.com is the leading destination for online car shoppers, offering credible, easy-to-understand information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car. With comprehensive pricing information, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and a large selection of new- and used-car inventory, Cars.com puts millions of car buyers in control of their shopping process with the information they need to make confident buying decisions.
Launched in June 1998, Cars.com is a division of Classified Ventures, LLC, which is owned by leading media companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).