Grappone Mazda
Grand Opening and Anniversary Celebration
A cross channel relaunch for a relocated Mazda dealership, its 50 year anniversary, a Season of Flannel sales event, and traffic to the new showroom.
Grappone Mazda moved into a new building and was celebrating 50 years in business, so customers needed to know what changed, where to go, and why the milestone mattered. I built a coordinated launch campaign that carried one clear story across print, radio, email, digital display, social, and web updates, so the anniversary and relocation felt connected and the new location was easy to find. Alongside the launch, I created a Season of Flannel event across the Grappone campus, giving the sales team a warm, relaxed theme and a flannel shirt gift that reinforced the campaign in a simple, memorable way.
Role: campaign concept, design, copy support, production files
Channels: print, radio, digital display, email, social, web
Create and deploy a relaunch campaign that announces the new location, ties in the 50th anniversary milestone, supports the grand opening window, and keeps a consistent Mazda presence across all channels.
I set the creative direction and core message, then translated it into a flexible asset system. Deliverables included four newspaper placements, three daily and one monthly, radio support, digital display, email sends, social content, and website updates, all using the same launch story and visual approach. A “Season of Flannel” concept gave the sales team a simple, warm theme they could carry through in store during the campaign period.
I produced channel specific files for print and digital, managed size and spec variations, and kept details like dates, locations, and calls to action consistent. Digital display units were geo fenced to build local awareness of the Mazda dealership, not just the event. Assets were scheduled so each placement reinforced the same announcement window and pointed customers to the new showroom.
The campaign ran across print, radio, digital display, email, social, and web as a single coordinated launch. It increased awareness of the new location and the 50 year anniversary, drove traffic to the showroom, and the launch period finished 40 percent above the manufacturer sales goal. Later that year the Season of Flannel theme was used again when the team received flannel shirts as their holiday gift.