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Kelley Blue Book launches national television ad campaign

The Irvine-based provider of new and used car information is updating its brand with the launch of its first televised ad campaign and a new logo.

by Mackenna WaterhousePublished: July 31, 2012 10:15 AM

Kelley Blue Book of Irvine launched its first television ad campaign in the history of the 86-year-old company in hopes of expanding the Irvine-based company’s brand perception among younger crowds.

The television ads follow the launch of radio advertisements earlier this year for the leading provider of new and used car information. Since 1926, the company has provided cost and value statistics for consumers and the automotive industry. Also new to the company is a redesigned logo to modernize the brand while maintaining its iconic authority.

"With our new TV ads, we are aggressively targeting new-car shoppers ages 18-49 with a substantial media buy, aimed at showcasing all of the helpful new-car shopping and research information we have available at KBB.com,” said Jared Rowe, president of Kelley Blue Book. “Kelley Blue Book is an iconic brand name with a longstanding reputation built on decades of providing objective and reliable vehicle valuations and vital car-shopping insights to consumers, dealers, finance and insurance companies, and government agencies."

The advertisements focus on Kelley Blue Book’s online information tools, including Fair Purchase Price, which compares prices in a shopper’s area, 5-Year Cost-to-Own, which gives consumers a realistic look at costs of ownership including insurance and maintenance, and Consumer and Expert Reviews and Ratings.

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