Daily News
From Home Furnishing Business
Dealership Speaking Arabic In Ads
May 9,
2007 by in UnCategorized 
By Home Furnishings Business in Advertising on May 2007
From the we-wish-wed-thought-of-that file, the nations largest Chrysler Jeep dealer is stepping out with its advertising to reach a larger audience, and hopefully increase sales, with a multi-media campaign in Arabic, a typically underserved demographic.
The campaign, dubbed Talk To Toni, is being launched by Southfield Chrysler Jeep located in Southfield, Mich. The ads feature Toni Anttwan, the dealerships top salesperson with his family. Southeastern Michigan has the largest Arabic-speaking community in North America.
Our customers and our staff are a big global group, said Paul Steel, general manager of the dealership. We value the pluralism of the many cultures of Metro Detroit, which helps us best serve everyone who walks through our doors.
The ads will be broadcast on Middle Eastern Broadcast Network, local cable stations, a local radio station and on the Internet. The campaign is one example of the dealerships multicultural approach to marketing. The dealership has employees representing Iraq, Poland, Ethiopia, Ukraine, Israel, India, Albania and the Philippines in both language and culture.
Go to
Ask Tony to see a sample of the spots.