DMV Launches Save Time Go Online Radio Campaign

California Department of Motor Vehicles
Media Relations Office
2415 First Avenue, MS F-122, Sacramento, CA 95818
Contact: DMV Media Relations

February 4, 2008

Sacramento – The Department of Motor Vehicles announced today that the second phase of the “Save Time, Go Online!” marketing campaign is being broadcast in the Southern California and Sacramento/San Joaquin Valley regions. The campaign features entertaining radio spots in English and Spanish that remind customers how easy it is to conduct most of their business with the DMV over the Internet.

“Over the next two months, thousands of Californians will hear the message on the radio that doing business with the DMV has never been easier,” said DMV Director George Valverde. “We are constantly striving for ways to enhance services to our customers with their convenience in mind.”

The nine-week campaign builds on the successful launch of the Save Time, Go Online! theme a year ago which included a newly-revamped Web site designed for the customer. Director Valverde said that more than 8 million Californians chose to conduct various business with the Department through its Web site during 2007, a 25 percent increase over the previous year.

Californians have a plethora of online options from which to choose in a secure environment, including online vehicle registration, driver license renewal, filing a notice of release of liability or change of address, and the purchase of personalized license plates.

Online service options are part of Director Valverde’s vision of building a more personalized DMV Web presence for customers. “Service and enhanced customer protection is the cornerstone of our business model to provide service options to the public,” said Director Valverde. “We’re using next-generation technologies to further enhance our customer service and maintain the high level of privacy and security that our customers demand.”

The campaign dovetails the Department’s stepped-up marketing efforts as part of its Driving Change brand. The October 2007 launch of the DMV YouTube Channel has attracted more than 200,000 video views of more than 50 educational videos. Other elements of the campaign include a newspaper column titled “Ask George,” where the director provides readers answers to commonly-asked questions about the DMV. The column is currently published in more than 30 daily and weekly newspapers with a combined readership of 1.4 million.

Don’t Stand In Line, Go Online! Doing business with the DMV has never been easier. The DMV offers an array of services to customers 24 hours a day, 7 days a week through its Web site (, including online appointments for written and drive tests; vehicle registration and driver license renewals, selection of personalized license plates, changes of address and payment of fees via secure debit transactions.

DMV is a department under the Business, Transportation and Housing Agency, which is under the direction of Secretary Dale E. Bonner. The DMV licenses drivers; maintains driving records; registers and tracks official ownership of vehicles and vessels; investigates auto and identity-related fraud; and licenses car dealers, driving schools, and traffic violator schools.



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