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CATA radio ad campaign spotlights dealer service departments, used-car selections

November 23, 2010
Radio commercials that tout Chicago area new-vehicle dealers as the best source to buy used vehicles and to service vehicles began airing in late December, in a campaign conceived and funded by the CATA. The spots this year are scheduled to air 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. One spot, titled "The Lullaby," portrays a father singing to his daughter at bedtime. To the daughter's chagrin, the lullaby is repeated nightly: Trustworthy, factory-trained technicians make the area's dealers the best place to have cars and trucks serviced. The father also praises dealers for using genuine factory parts, for fixing vehicles on the first visit, and for competitive prices. Another spot, "The Song," lauds the prices and selection of used vehicles at new-vehicle dealerships. Both 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. Consultant Mike Hillstrom of Select Marketing Group joined eight dealers who sit on the committee that devised the campaign: John Guido (Arlington Heights Ford); William Hawkinson (Hawkinson Ford in Oak Lawn); Jeff Jacobs (Jacobs Twin in Chicago); Art Kelly (Kelly Nissan, Oak Lawn); Kevin Mize (O'Hare Honda); John Phelan (Jack Phelan Chevrolet, Lyons); Dan Roesch (Roesch Dealer Group, Bensenville); and Casey Wickstrom (Wickstrom Chevrolet, Roselle).