The nation’s largest new-vehicle retailer is commencing a multimillion-dollar “Go Be Nice” promoting marketing campaign that it says coincides with an worker retention and recruitment effort.

Auto retail large AutoNation Inc. stated on Tuesday that it was launching the marketing campaign, that includes its workers, on tv stations together with ESPN, CNBC and NBC forward of the Indianapolis 500 race on Sunday. AutoNation is a sponsor of Indy 500 driver Helio Castroneves, who’s in search of a report fifth Indy 500 win. The race airs Sunday on NBC.

The marketing campaign, which additionally will seem in radio, print, on-line and in social media, was developed by AutoNation, I Suppose Studios and Zimmerman Promoting.

Marc Cannon, AutoNation’s chief buyer expertise officer, in an e-mail to Automotive Information, didn’t specify what number of hundreds of thousands of {dollars} the retailer plans to spend on the marketing campaign.

Cannon stated the adverts spotlight AutoNation workers, “the individuals who make us a fantastic place to buy, promote or service a car.”

AutoNation’s jobs web page on Wednesday confirmed 1,263 outcomes for positions starting from gross sales affiliate, finance and insurance coverage supervisor to porter, cashier and repair adviser at areas throughout the nation.

“We’re all the time wanting so as to add gifted, pushed folks to our group,” Cannon stated within the e-mail. “As we proceed to construct our enterprise, we wish to construct with the most effective from all around the nation.”

AutoNation, of Fort Lauderdale, Fla., ranks No. 1 on Automotive Information‘ listing of the highest 150 dealership teams based mostly within the U.S., retailing 262,403 new autos in 2021.