IRVINE, Calif. — For the first time in the company’s 86-year history, Kelley Blue Book will launch a national television advertising campaign to promote its new-car shopping and research services.  

Following the introduction of radio ads that began airing in early 2012, Kelley Blue Book now expands its inaugural consumer marketing campaign to include national television advertising. It will also unveil the first official modernization of its widely recognized logo.

Kelley Blue Book’s far-reaching media buy is aimed at evolving brand perceptions with the message that KBB.com also is a leading new-car resource offering shoppers the comprehensive tools they need to make a smart purchase decision. Together with the company’s radio campaign, the 30- and 60-second TV spots are expected to reach 189 million people while airing on a variety of stations as part of a comprehensive media buy that will extend into the fourth quarter.

Spots will appear during coverage of the 2012 Summer Olympics on DirecTV, and on channels such as CNN, Fox News, ESPN, MTV, TNT, History, Comedy Central and the Food Network.    

“The new TV campaign is a natural evolution in communicating our industry leadership position, and it is representative of Kelley Blue Book’s new relentless approach to integrated consumer marketing efforts,” said Jared Rowe, president of Kelley Blue Book. 

“With our new TV ads, we are aggressively targeting new-car shoppers ages 18 to 49 with a substantial media buy, aimed at showcasing all of the helpful new-car shopping and research information we have available at KBB.com,” said Jared Rowe, president of Kelley Blue Book. “Kelley Blue Book is an iconic brand name with a longstanding reputation built on decades of providing objective and reliable vehicle valuations and vital car-shopping insights to consumers, dealers, finance and insurance companies, and government agencies.”

Working with advertising agency Doner out of Detroit, KBB.com’s television campaign, called ‘Projection,’ utilizes the latest 3D projection mapping technology.

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