you are sure to receive the very best possible value and care
Owned and operated by Mike Velemirovich, Hillcrest is one of the largest VW dealerships in Canada.
A board member of the Canadian Automobile Dealers Association, representing over 3000 automobile dealers in Canada and is president of the Nova Scotia Automobile Dealer Association.
Founding director of The Children’s Clean Air Network and worked with organizations such as Conserve Nova Scotia, The Ecology Action Center and The Canadian Business Ethics Research Network.
Challenge
Hillcrest was expanding beyond their Volkswagen franchise. Unlike other well-known local dealership groups Hillcrest has conservatively maintained a core business with Volkswagen for over 30 years. To maximize communications and brand building efforts, it was important to show Hillcrest and KIA are a perfect combination.
To create high levels of awareness for the launch of Hillcrest KIA. Ultimate objective is to generate traffic to the dealership. The Hillcrest KIA brand, which is a hybrid of the Hillcrest brand and the KIA brand. The KIA brand would be featured and be leveraged with the very positive equity in the existing Hillcrest brand.
Solution
Hillcrest KIA. Surprised? Hillcrest has a very strong story to tell about the high level of its service. A Halifax institution, Hillcrest is very established, stable, and reliable. Its reputation speaks for itself.
A family business, the addition of another product line is a huge step. This momentous occasion needs to be shown as addition to the Hillcrest family. The concept of a new arrival was born, pun intended. Numerous teasers were published months before the opening. Including utilizing classified newborn announcements in several local papers. Billboard advertising was heavily used. On launch day vehicles on lot were fitted with oversized soothers. Too few soothers were produced to meet the demands of the consumers, who frequently asked to take them home with the vehicles.
