Automotive News partnered with Communica to create an integrated campaign to build anticipation, involvement, advertising sales and single copy sales within the automotive supplier, OEM and enthusiast community for their special issue celebrating the 100th Anniversary of Chevrolet.

 

Over the last century, Chevrolet had evolved from being a mere means of transportation into a true icon in America and around the world. Our creative theme, “The Great American Love Story,” embraces this twofold: the stories of the growth and prominence of Chevrolet will be told as only Automotive News can, and everyone has a story inspired by Chevy. Our design of the special Chevy100 website encouraged reader submitted-content, “My Chevy Story.” Readers submitted over 500 stories and photos.

 

Communica created print and web campaigns, website, direct mail, logo, premium items and the issue cover design.

 

It earned the highest revenue ever for an Automotive News special issue, and broke all records for single copy sales. This is doubly impressive, given the tenuous economic environment of the auto industry at that time.

The high level of audience engagement with the Chevy 100 website was unprecedented – over 2,500 poll responses.