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2 new spots air in CATA radio campaign

November 22, 2010
Commercials that tout the service expertise of factorytrained technicians and the benefits of factory-certified used vehicles have begun airing as part of a CATA campaign for the area's newcar dealers. Both new radio ads, "Professional Women" and "Certisfication," have joined the rotation with the original spots, "Lullabye" and "Mom's Away." The 18-month-old campaign, conceived and funded by the CATA, airs ads the first two weeks of each month, thereby setting the table for the majority of dealer group and individual dealer messages, which air more heavily toward a month's end. The campaign also includes a television ad on NBC5 Chicago, in which a young couple with a baby discuss the merits of patronizing a Chicagoland newvehicle dealer to buy a used vehicle and have all service performed. That ad began airing last year. The radio spots fade with the jingle that new-vehicle dealers offer customers "a great deal and a great deal more," and instruction to use to find a nearby dealer. All CATA member dealers are listed on the Internet portal. "We're asking for the order even more than before by telling consumers that the only place to even consider buying a used vehicle is from one of our new-vehicle dealerships," said Mike Hillstrom of Select Marketing Group, a consultant to eight CATA dealers who sit on the committee that devised the campaign. "Likewise, in the service spot, we strongly encourage consumers to visit new-vehicle dealerships for everythingfrom oil changes to major repairs," Hillstrom said. Bill Hawkinson, proprietor  of Hawkinson Ford in Oak Lawn, leads the dealer committee.