eClassics.com, a classic car enthusiast site, launched a $500,000 campaign, starting in November books including Hot Rod
and Motor Trend
magazines. Guarino Woodman, New York, is handling the campaign, which also includes TV spots. The agency is also agency of record for Speedvision Network, a cable network which owns a minority stake in eClassics.com
. One of the initial print ads for the launch features a woody on the beach with the headline "Surf's up." A woody is a car from the '40s with wood paneling.
Copyright October 2000, Crain Communications Inc.