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CompetitionATA alert
ATA alert
23 Jul 2008
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ATA goes public with consumer advertising campaign
DETAILS of a nationwide advertising campaign promoting ATA to motorists have been revealed by the IMI.
The organisation will run ads in the motoring sections of local and regional newspapers featuring the catchy slogan: “You know you’re OK with ATA”. A series of 30-second local radio adverts are also ready to roll out from September this year.
The plans were revealed at a consumer launch event at the British International Motor Show in London yesterday (Wednesday 23rd July).
The IMI’s head of marketing Nigel Beaven and PR boss Stuart Brooks said the campaign was designed to be seen by 5 million consumers by the end of next year. Nigel said the campaign was targeted specifically at the following groups:
- Motorists in England
- Consumer groups
- Fleet businesses
- ATA technicians (encouraging them to renew their skills every five years)
- Technicians’ employers
Female motorists and first-time car buyers will also be targeted once the campaign has reached the five main groups above.
Stuart said he hoped the scheme would begin a process of improving the image of the workshop trade in the eyes of drivers.
“All of this comes after a background of 30 years of failed schemes and the public being cynical about the motor trade,” he said.
The IMI’s chief executive Sarah Sillars said the scheme was not designed to knock those technicians who had not gained ATA status. She revealed details of research showing numerous business benefits to achieving ATA status.
“We’re not in any way trying to do any damage to organisations that don’t have ATA,” she said. “We’re not saying to consumers ‘go and hunt down ATA techs’. We’re helping to give status to the industry and pride to technicians.”
The research included figures showing 70% of ATA technicians said accreditation had resulted in a “positive life or career impact”.
“It’s really given a lot of people a feel-good factor,” said Steve Scofield, the IMI’s head of skills development.
Consumers will be able to search a database of ATA registered technicians to find their nearest one at www.OKwithATA.com.
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