HUNTINGTON BEACH, Calif. – nuVision Financial Federal Credit Union is hoping that a recent "racy" promotion will help build a "hip" brand association with twenty somethings. In a first, the $665 million credit union has sponsored "Hot Import Nights" at the Los Angeles Convention Center. The event, which is usually sponsored by car manufacturers, soft drink and stereo companies, is a national tour featuring models, DJs and the latest "hot rods" from Honda, Toyota and BMW. "It's a fact that people in their 20s have shown a marked preference for import cars, and since no financial institution has ever expressed an interest in this event it was an incredible opportunity and nuVision Financial FCU was game to try something different," said Joshua Simon President of the credit union's advertising agency Simon & Associates. The "Fast Loans for Fast Cars" auto loan promotion at the event is part of the credit union's brand strategy to have a presence and build campaigns around the fun, exciting activities of the younger market. The Hot Imports sponsorship package deal included radio advertising spots, a flash campaign on the Hot Imports Web site and a booth at the event. To draw attention to the nuVision Financial FCU booth, 10 models were hired to walk around the show handing out marketing materials and mini microracer cars. Attendees were also invited to enter a free drawing to win an after-market vehicle accessory package worth thousands. In addition, some of the Hot Imports' top models were seated at the nuVision Financial FCU booth signing autographs while nuVision staffers talked to visitors about their loan needs. According to Simon, the booth was packed throughout the event and the promotion has helped boost nuVision Financial FCU's membership and auto loan portfolio. The one night event resulted in some 303 loan applications. "Everything from the style of the collateral material, loan applications and giveaways was designed to appeal specifically to young car buyers," said Simon. "It was a win-win for everyone because by supporting that whole scene we've exposed the nuVison brand to a younger crowd and we helped get some kids into upgraded new cars." [email protected]