New Creative: We produced a spot that highlighted new General Manager Alex Flores. The plan was for Alex to speak directly to the market while also sharing one of his greatest accomplishments. Alex is a 3 time combat Veteran of the US Army, and his work with Veterans is something special to not only him but also to the Capitol family. All creative included the message that Alex is a Veteran and that all Veterans are always welcome at Capitol Chevrolet. Plus to differentiate Capitol Chevrolet from other domestic dealers in the market they launched a oiconsistent message promoting No Payments for 90 Days, No Money Down, and Oil Changes for Life. The key was making sure this message was on all advertising platforms including TV, Radio, Digital, Outdoor, and in House. The creative changes from month to month, but always with the same consistent overall messaging.