RDW Group last week landed a $1 million ad assignment to launch AutoLines used-car superstore.
The Whitman, Mass., client selected the Providence, R.I., shop after a review because of its strong integrated marketing capabilities, said AutoLines founder Paul Cullinane.
"While we don't have a specific model that we're selling, the challenge is to create an experience and sell that," Cullinane said. "What we think is wrong with car dealers is that they're in the retail business but don't think they are. A customer expects a retail experience and doesn't get one."
The campaign, slated to break later this month, will carry the tagline, "Pre-Loved Automobiles," Cullinane said. Advertising will target 21-54-year-olds and include television, print and radio executions highlighting the variety of cars sold by AutoLines, the largest used-car superstore in the New England region.
Plans are under way to open three to five more stores in Greater Boston over the next couple of years, according to Cullinane.
"I think we have a better model," Cullinane said. "We're not in the most expensive area so we have lower operating costs and can bring better value. But we use the same methods [as national rivals AutoNation and Car Max]."
RDW's pitch team was headed by agency chairman Phil Rivers, senior vice president of marketing Josh Fenton and media director Susan Curren. The agency's creative team is led by associate creative director Dan Madole and senior copywriter Christine Cahill.