Tracy, CA is fighting the recession with Shop Inside the Triangle (ShopInsideTheTriangle.com), a daring new campaign designed to make shopping in the city lucrative. To stimulate car buying in the local economy, the city is giving away $500 for the first 800 new cars sold.
The campaign, which builds from its new City tagline Think Inside the Triangle, aims to reward car buying. Purchase an automobile and spend even more consumer dollars in Tracy with the $500 Shop Tracy. Get More! gift card good at local stores and restaurants.
Ursula Luna-Reynosa, the city's director of economic development, said city officials would be, "Spending money to make money. It's an investment," she said. "Right now is a critical time for the auto industry, especially since there is going to be a lot of downsizing. Tracy wants to protect its auto dealerships, help them be competitive and capture the larger market shares. If we can help them weather this storm, they'll be here for the long run."
The campaign theme is 'get more' and includes a signature commercial, now on the campaign's Web site. It begins with imagery of a trickling water fountain, meant to symbolize a consumer's car buying dollar with little impact, and ends with images of a fire hydrant blast, symbolizing a consumer car buying dollar having an impact far and wide throughout both the regional economy and the automobile buyers' wallet.
Tracy, CA means business when it comes to supporting its local retailers and in particular, its auto industry. This bold move by the city council to proactively protect one of its major tax revenue sources, a collective of auto dealers at the Tracy Auto Mall, by launching a local shopping program to address the current recession. This stimulus plan will provide an enticing reason for car buying in town, then further infuse the local economy with extra money. The city is certain an investment now will pay off for years to come in terms of community brand awareness and increased tax revenues.
Auto sales collectively comprise the majority of sales tax revenue in Tracy, CA, so the campaign roll out at the Tracy Auto Mall is fitting. About 8,000 vehicles are sold there each year. It is important for the City's financial and economic vitality that Tracy's remaining auto dealers survive current industry-wide downsizing. To protect this revenue source and make the collective auto dealers in Tracy more competitive with other regional dealers, the city is launching the Shop Local brand roll out as follows:
* The City will allocate a $500 Shop Tracy. Get More! gift card for car buyers who purchase a new car from an Automobile dealership located within the City of Tracy
* The gift card will be good at any retail or dining establishment located within the City of Tracy, CA.
The marketing campaign highlights the Tracy Auto Mall, adding visibility and building consumer knowledge, making it Northern California's premier car buying destination.
The campaign has a dedicated website at www.ShopInsideTheTriangle.com that is an unprecedented effort by a city government to host online space for its local businesses in a way that is both search engine friendly and cost effective. The website allows local Tracy retailers to sign in to the website and upload their own retail page. Many Tracy, CA stores and restaurants will be offering additional discounts advertised on this website for anyone using the Shop Tracy. Get More! gift cards as a car buying reward. Most significantly this branding effort will enable the City to better communicate to the very consumers who are vital to the city's thriving retail and service sector.
Contact:
Ursula Luna-Reynosa
Director of Economic Development
Email: ursula.luna-reynosa (at) ci.tracy.ca.us
Telephone: (209) 831-6110
Campaign website: www.ShopInsideTheTriangle.com
City of Tracy website: www.ci.tracy.ca.us
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