A new marketing campaign by Irvine-based Kelley Blue Book aims to help the 90-year-old company build a reputation as a “go-to resource” for new-car buyers, alongside its longstanding status as a guide on used-car valuations.
“For the majority of car shoppers, KBB.com is a trusted destination that they’ve gone to forever for used car pricing,” said Jessica Stafford, vice president of marketing at Cox Automotive Media Group, the Atlanta-based parent of Kelley Blue Book, which operates primarily through its website. “Now … a car shopper can come to Kelley Blue Book and get everything they need to know before buying their next new car, and they’ll feel ‘new-car smart.’”
The campaign, created by Zambezi in Culver City, will include spots on NBC, ABC and CBS, digital video ads on Hulu, digital radio spots on Spotify and Pandora, and social media and search engine marketing.
Kelley Blue Book spent $12.3 million on media last year, down from $21 million in 2014, according to Kantar Media in New York.
Consumer ads will be followed by a campaign targeting car dealers, some of whom already advertise their inventories on the KBB.com site.
