Planet Central to Intro Auto Site

BOSTON Planet Central said it has been chosen to handle advertising chores for iBid Motors following a review.

The client, which is launching an auto bidding site designed to compete with eBay Motors, is owned and operated by a team of former NFL players and business professionals including Brian Kelley, former linebacker with the New York Giants.

Using iBid, consumers can bid on cars from different dealerships.

“This added trust overcomes the key hurdle in such expensive online transactions,” said Steve St. Clair, Planet Central’s co-founder and creative director. “On eBay, you buy a car from people you don’t even know. The dealer experience is far superior.”

Planet Central will introduce the site in the New Jersey and New York areas in early 2007.

The $2.5 million launch campaign will include radio, outdoor, newspaper and online efforts. Planet Central is handling both creative and media chores. Ads will run mainly in the first half of next year.

The creative approach is under development, but at least some former NFL stars will appear in ads, said St. Clair.

The 20-person full-service agency has offices in Westfield, N.J., Richmond, Va., and Charlotte, N.C. Other clients include Portrait Innovations, Raritan Computer, RSM McGladrey and Tilson Home Corp.