Tested Trusted Approved - Professional Register Promotional Campaign

The IMI recently announced that broadcaster Suzi Perry will be the face of the forthcoming consumer marketing campaign aimed at promoting its Professional Register to motorists. Below you will see examples of how the IMI will be engaging with trade and consumers over the coming months promoting the benefits of the Professional Register.

Tested Trusted ApprovedApproach to the promotional campaign

One simultaneous campaign to both industry and consumers – influence consumer to influence industry.

An initial regionalised campaign – Birmingham and surrounding area, launching 4th November 2013.

Campaign slogan - Tested, Trusted, Approved

All calls to action are to encourage visitors to the online database of industry professionals.

www.imiregister.org.uk

Industry Campaign

 

Professional Register Advert - Are you registered?

(sample advertisement)

Advertising
5 national trade publications (multiple inserts) reaching over 120k industry professionals

Direct Mail
8,000 automotive businesses in the Birmingham area focusing on benefits of Professional Register for their business.

Face to face events

  • Mechanex, Sandown Park 12-13 Nov 2013
  • Autosport International NEC 9-10 Jan 2014

Brand communicators talking to industry about Professional Register and demonstrating online site.

Professional Register discount voucher handouts.

Consumer Promotion

 

Professional Register Advert - Is your car in safe hands?

(sample advertisement)

Radio Adverts
Listen to the radio adverts featuring Suzi Perry .  These will be aired on Birmingham regional station, Smooth Radio 105.7mhz, reaching over 480k consumers

Radio Advert 1 – who do you trust

Radio Advert 2 - Pride

Consumer Press Adverts
6 papers  in Birmingham area reaching over  500k consumers

Face to face – road shows
Westfield shopping Birmingham centre 30 Nov & 1 Dec 2013
Brand communicators demonstrating register, handing out giveaways and car park blitz.