PHILADELPHIA (February 14, 2012) – Chuck Hemcher was looking for a unique way to promote his three Great American Pub locations in suburban Philadelphia.
The family-owned restaurants have been popular with local residents for more than three decades, so name recognition and awareness was already high. But Chuck wanted to give his marketing campaign a little “oomph” – something that would capture the attention, and imagination, of his family-oriented customers.
Next thing you know, he’s driving a classic 1952 Ford Pickup up and down the Jersey Shore with the Great American Pub logo plastered on both sides. Heads turned, smiles appeared and Chuck knew he had stumbled into something special.
“It was the best advertising we ever did,” gushed Hemcher. “That truck attracted so much attention last summer, we still have customers come in and tell us they remember seeing it.”
In late December, Chuck decided to take his ingenious “mobile billboard” idea a step further. While searching for “the perfect classic automobile,” he found his way to the web site of Vintage Motor Cars (www.VintageMotorCarsUSA.com), a leading international dealer of antique, classic and special interest cars based in Ohio. He scanned over the inventory of extraordinary vehicles until he found “the one” – a 1929 Ford Model A Roadster Pickup.
“It was absolutely gorgeous,” Hemcher remembers. “I was looking for something different from the traditional red and green Model As. This one was a brilliant deep blue, and it appeared to be in terrific condition.”
Having never purchased a car over the Internet – much less a $25,000 vintage automobile – Hemcher spent some time on the phone with Lee Wolff, Vintage Motor Cars’ CEO. Hemcher was immediately impressed with the dealer’s candor.
“Lee quickly put my mind at ease, because he told me up-front that the car was in great shape, but it needed a passenger side light,” said Hemcher.
“All we have is our reputation,” says Wolff. “Our customers count on us to be completely forthcoming about the cars we’re selling. And that’s exactly what we are.”
Hemcher purchased the vehicle and Wolff arranged for the car to be shipped to Philadelphia. When the roadster arrived – as promised, on Christmas Eve – he was “shocked.”
“I couldn’t believe how beautiful this car was,” said Hemcher. “Even though Lee had provided dozens of pictures, both inside and out, they couldn’t convey just how extraordinary this vehicle is. I was blown away.”
The ’29 Model A Roadster Pickup now sits proudly outside the front entrance of the Great American Pub in Wayne. Hemcher plans to rotate it around to his other restaurants, in Conshohocken and Paoli. And this summer, well…you guessed it.
“You better believe I’ll be driving this beauty up and down the Jersey Shore again,” mused Hemcher, already looking forward to executing his favorite new advertising campaign. “As much attention as we generated last year with the ’52 Ford, our ’29 Model A Roadster Pickup is going to blow those folks’ socks off!”
When asked what comes next, Hemcher doesn’t skip a beat.
“I’m scanning Vintage Motor Cars’ web site all the time now, looking for our next great ‘advertising vehicle,’” he said. “There’s no point in looking anywhere else. Lee has everything a classic car hobbyist could ever dream of.”
For more information, including photos of some of the world’s most extraordinary cars now in inventory, visit www.VintageMotorCarsUSA.com.