IMI announces game changing consumer campaign to promote Professional Register
The Institute of the Motor Industry (IMI) has announced plans for a major consumer marketing campaign to promote awareness of its Professional Register to motorists.
The Institute of the Motor Industry (IMI) has announced plans for a major consumer marketing campaign to promote awareness of its Professional Register to motorists. Independent marketing communications agency, RPM, whose clients include Diageo, M&S, Sky and Breitling, has been appointed by the IMI to create and deliver the campaign, which is set to commence in November.
During the selection process, RPM developed a fully integrated plan spanning consumer press advertising, radio advertising, trade shows, trade-targeted direct marketing and consumer-targeted live engagement road shows. As part of the appointment, RPM will also secure a celebrity ambassador as a spokesperson for the overall campaign.
The first leg of the campaign will be launched in the Birmingham area and will form the first of a three-year commitment by the IMI to promote the Professional Register to the public. Through this period, the Institute is aiming to put skills and competency at the heart of consumer choice in the automotive retail sector and challenge existing poor perception of the motor industry by promoting individuals and businesses that invest in training.
Steve Nash, the IMI's CEO, comments: "Public perception of our sector is poor, as is consumer confidence. However, the IMI's Professional Register is perfectly placed to address these concerns. This campaign will aim to be a game changer in the industry by making drivers aware of the need for competent and suitably skilled people to take care of their motoring needs. Our ultimate aim is to encourage motorists to demand registered professionals when engaging with services in the motor industry. "
The IMI's Professional Register currently contains almost 40,000 individuals and aims to increase this to 100,000 by the end of 2016. To find out more visit www.imiregister.org.uk