CHALLENGE
Park Place has spent decades earning a reputation as Experts in Excellence. How could we express this in a fresh way for the new generation of luxury drivers?
STRATEGY
Start by getting Park Place’s sales and service members excited about our new brand direction, then draw on their passion and expertise in the consumer campaign.
IDEA
We built a new brand identity around the letter X to represent how members are the “X factor” that sets Park Place apart, paired with a fresh color palette and striking photography.
92%
awareness in DFW.
Up over 20% since 2003.
2x
Dealerships doubled in the 20 years
we’ve had their business.
