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Sunday, December 22, 2024
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Rio Motors Shines at the American Advertising Federation RGV chapter

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From left Lisa Canales, Billy Canales, Dolores Canales of Rio Motor Company and Christopher Julian, President of Advertir, Inc their advertising agency.
From left Lisa Canales, Billy Canales, Dolores Canales of Rio Motor Company and Christopher Julian, President of Advertir, Inc their advertising agency.

Texas Border Business

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McAllen, TX – Rio Motor Company in Rio Grande City was awarded “Advertiser of the Year” at the annual Awards Gala presented by the American Advertising Federation Rio Grande Valley chapter. The criteria for the nominees are they have been part of a business for a minimum of 5 years, demonstrate significant leadership and contribution to the advertising industry and community as a whole, demonstrate excellent core values with employees and customers and have the highest of integrity in their marketing and advertising communications.

Billy Canales has been in the automobile business for over half a century. He has worked in practically every department of a dealership. Because of his tenure in the business, he was elected as a member of the National Parts Council. This gave him the opportunity to meet a lot of people at the national level. This helped him purchase the Chevrolet/GMC Dealership in Rio Grande City in 1994.

Twenty years later in 2014, he built a brand-new state of the art dealership right across the street. He and his wife Dolores moved to Rio Grande City and focused on being a part of the community. They joined the Chamber of Commerce and Billy served as President for several years. He headed up the Starr County Youth Fair’s Wild Game dinner for several years. He and Dolores were even the King and Queen of the Youth Fair Christmas Parade. Billy serves on the boards of Valley Partnership, Easter Seals and the Starr County Industrial Foundation.

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When Billy first hired Advertir, Inc. to assist him with his advertising he told them if you could cut his “pump-ins” in half, he would be successful. People in Starr County were not buying vehicles in Starr County. They assigned the project to their creative director in Dallas and launched the “Come Home” campaign. 20 years later, using a very consistent television campaign featuring members of the family, Rio Motor Company is outselling most of the other Chevrolet dealers on a monthly basis. They are always at the top of GM’s quota attainment list.

The Canales Family continues to deliver their signature lines, “Hi, I’m Billy Canales”, “And that’s on both Chevy and GMC in one convenient location, Rio Motors” and “Come home to Rio Motor Company in Rio Grande City”.

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