Car-care giant Aamco said it is launching a $30 million ad campaign themed "The romance of the road."
The effort plays up Americans' love affairs with their cars in a series of testimonial-style spots. Ads target consumers that, owing to the recession, may be losing their local dealerships, delaying new-car purchases or simply wish to keep their current vehicles running longer. Aamco's signature slogan featuring the "Beep! Beep!" of a car horn remains part of the new commercials.
Washington, D.C.-based Qorvis Communications, which Aamco selected as its lead agency earlier this year, crafted the multimedia effort. This marks the shop's first major work for the client. Also included in the campaign: a new logo, as well as print, radio, online, in-store and mobile-marketing elements.
Mike Ganjei, president of the National Aamco Dealers Association, said the push "reassures consumers in an uncertain time -- given recent dealership closings and other economic news -- that Aamco is that trusted neighborhood technician drivers can depend on."
Prior to tapping independently owned Qorvis, Aamco had worked with Clearvision in West Hollywood, Calif., for its creative needs. Qorvis is best known for its public relations and promotions efforts, and Aamco gives the largely under-the-radar shop a high-profile creative showcase.
Aamco said "Romance of the road" would be its largest campaign ever. A $30 million media outlay would represent a nearly threefold increase from the $10 million-plus the client spent on ads in 2008, per Nielsen.
The company maintains more than 900 automotive centers in North America.