The community in the Upper Peninsula of Michigan are very focused on outdoor activities and wildlife. Their vehicles need to take them wherever they want to go and Subaru is the perfect manufacturer for exactly those type of adventurers. For advertising in this region, customers respond more to lifestyle advertising than “deals” or “sales” to create urgency. They move at a slower pace but purchase with loyalty.
Billboards for brands such as Subaru are a balance between creativity and messaging the store requests, and the restrictions from Subaru (as a national manufacturer) that are enforced for retail dealerships when advertising. Grace became an expert in each manufacturer’s brand guidelines and advocate for the flexibility (or lack there of) for each automotive brand.
