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Want Drivers to Know About Your New Car?

Offer to Park the One They're Driving for Free

By Published on .

NEW YORK (AdAge.com) -- Next time you go to the mall, GMC may pick up the tab for your valet parking. Popular shopping centers in eight cities, including Los Angeles, Miami, Phoenix and San Francisco, will offer free valet parking thanks to a GMC promotion for its crossover sport utility vehicle Acadia.
GMC is offering free valet parking at shopping centers in eight cities to promote its Acadia crossover.
GMC is offering free valet parking at shopping centers in eight cities to promote its Acadia crossover.

From March 1 to April 31, about 100,000 cars throughout the eight cities will be given tickets for free valet parking courtesy of AdverTickets, a media company specializing in out-of-home advertising and promotional programs. The stunt is a collaborative effort among GMC, AdverTickets, GM Planworks and Starcom Worldwide.

"GMC recognizes that people who are likely to buy the Acadia are upscale families -- men and women who are very busy," said Chris Gilliam, founder and president-CEO of AdverTickets, based in Dallas. "They wanted to reach people when they are out in the market, when they're out conducting their own business, and introduce them to the car."

Upscale locations
The planning process, which took six months, included scouting upscale locations that cater to GMC's target demographic, securing relationships with existing parking services and assuring capacity was sufficient for the project. The other cities involved are Orlando and Tampa, Fla.; Sacramento, Calif.; and San Diego.

In addition to the tickets for free parking, more than 3 million full-color parking tickets will be distributed to drivers to push the launch of the car at other locations in order to reach GMC's target market nationwide.

GMC is also using Boom-Ads, which slide over gate arms at the entrances and exits of parking garages.
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