Conveying a message that expressed the ease of shopping was extremely important to the multilingual population who tend only to shop the familiar. Regional imagery of the sun, fun, and South Florida lifestyle were incorporated into all of the advertising and marketing materials. A custom “Sunshine state of mind” music anthem was also created and scored under all continuity campaign commercials, when a sales event was not scheduled to run.
The sample below shows the personalized salesperson brochure that communicates the ease of doing business with a familiar tone. This brochure included a dye cut area for the sales persons’ business card and a blank area for notes about the vehicles that were shown, as a take-away for the customer.
