IMI wins Best PR Campaign

The winning campaign focused on the needs of female consumers of motor industry services and set out to promote the IMI’s Professional Register as the only way to identify skilled technicians who have undertaken to demonstrate and maintain the currency of their abilities and knowledge and also to sign up to an ethical code of conduct.

The media’s attention was captured with research which showed that women drivers were unlikely to have their car serviced between MOTs because of fears over costs and not being treated with respect. The story generated considerable coverage in the national and regional press and across the broadcast media.

IMI also produced a series of short videos aimed at helping drivers with basic vehicle checks. The IMI worked with BBC1 presenter, Suzi Perry, and vehicle technician, Vicky Kempton, to explore the most common maintenance checks every driver should carry out in-between their annual services.  

The Association Excellence Awards 2016 have been developed to recognise excellence and exceptional achievements in trade and professional associations. Voted by an outstanding panel of judges, representing every sector, these awards recognise individuals, teams and initiatives and highlight excellence in how associations operate and serve their members.

Steve Nash, Chief Executive Officer at IMI, said, “Winning this award means a lot for both us as the professional body, and the highly skilled professionals we represent within the motor industry. The Professional Register campaign was designed to raise awareness of the simple but effective checks that every driver (both male and female) should carry out on their vehicle, including such things as checking your tyre tread, engine oil and understanding when it’s time to call in an expert.”    

Rory Ross Russell, Director of Global Conference Network who organised the Association Excellence Awards said, “Once again these awards have highlighted the excellence and hard work of the association sector. These associations continually deliver quality and value to their members, often under challenging circumstances. To be able to bring recognition for their dedication can only strengthen their position, and the value they add to all businesses and individuals in their sectors.”