Project Snapshot
- Client: McGee Automotive Family
- Industry: Retail Trade
- Location: MA · NH · VT · CT · NY
- Services: Social Media Video Production, Full Facility Fly-Throughs, Photography
- Engagement Timeline: 2024 – Present
- Role: Ongoing creative and marketing content partner
The Challenge
As McGee Automotive Family expanded its retail footprint across the Northeast, maintaining visual consistency, high production value, and localized brand alignment became a primary marketing challenge. Automotive group advertising frequently suffers from static ground photography and generic manufacturer stock footage that fails to convey dealership scale, luxury amenities, or inventory depth. Operating across multiple distinct OEM brand standards—from volume showrooms like Toyota and Chevrolet to luxury environments like BMW and Audi—required a versatile, non-intrusive video solution capable of producing assets for broadcast TV, digital web portals, and social channels simultaneously.
The Solution
New England Drone Tours deployed specialized, lightweight, custom-built FPV (First-Person View) drones to capture single-take indoor and outdoor continuous walkthroughs for each facility. Operating safely around high-value inventory and showroom spaces, a single production run per site was structured to extract a complete, multi-channel asset library.
Asset & Execution Highlights
Website Banners: Smooth, looping, single-take video headers designed specifically for dealership homepage hero sections. These continuous flights offer immediate visual context of showroom scale, customer lounges, and service bays, boosting on-site engagement.
Broadcast Commercials: Cinematic 15- and 30-second cuts equipped with dynamic transitions—moving seamlessly from outdoor inventory lots, through service drive-thrus, and into main showrooms—tailored for regional TV and OTT streaming spots.
Social Media Content: High-energy, short-form video cuts optimized for vertical (9:16) and square formats on Instagram Reels, TikTok, and Facebook Ads, capitalizing on the unique visual hook of custom FPV flight paths.
Photography & Stills: Ultra-high-resolution aerial and interior stills captured during flights, utilized across Google Business Profiles, digital inventory listings, print marketing, and local promotional assets.
Impact & Results
Multi-State Expansion (9 Locations Across 5 States)
The partnership expanded from an initial pilot to 9 dealership locations, representing 5 major automotive manufacturers:
Massachusetts
McGee Toyota of Hanover
Audi Lenox
BMW of Lenox
New Hampshire
McGee Toyota of Claremont
McGee Mazda Claremont
McGee Toyota of Epping
Vermont
McGee Chevrolet of Middlebury
Connecticut
McGee Toyota of Putnam
New York
McGee Chevrolet of Greenwich
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Scalable Production Efficiency
100% Brand Versatility: Successfully navigated distinct corporate brand identity guidelines ranging from luxury performance (BMW, Audi) to high-volume retail (Toyota, Chevrolet, Mazda).
Multi-Channel Asset Yield: Replaced single-use photo shoots with a single-run production model that yields broadcast video, website headers, social assets, and listing photography simultaneously.
Group-Wide Standardization: Established a unified, high-end visual baseline across all regional locations, allowing new dealership acquisitions to be onboarded smoothly into the group’s marketing ecosystem.
Why This Partnership Works
Custom Hardware built for Precision: Using custom-built small FPV drones enables tight navigation through showroom corridors, vehicle interiors, and customer lounges without posing safety risks to high-value vehicle inventory or dealership personnel.
Turnkey Operational Consistency: McGee Automotive receives a standardized production process across all 5 states, eliminating the need to vet, contract, and manage different localized video teams for each dealership acquisition.
Maximum Content ROI: Capturing video and photography in a unified session maximizes marketing yield per shoot, significantly reducing content creation costs across TV, web, and social streams.
Takeaway
Multi-location automotive groups do not need separate media strategies or multiple production vendors for every state or brand under their banner. By partnering with a specialized FPV drone provider, auto groups can establish a repeatable, high-impact content factory that scales across state lines, satisfies strict manufacturer brand standards, and drives content performance across every marketing channel.
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