One of the UK’s most popular motoring websites is being used by the Institute of the Motor Industry (IMI) to promote the Automotive Technician Accreditation (ATA) scheme, following the launch of a major public awareness drive at the British International Motor Show.
The national campaign, ‘You know you’re OK with ATA’ features on the Top Gear website, in the form of a technical knowledge competition called ‘Are you firing on all cylinders?’. A survey conducted on behalf of the ATA scheme revealed that 45% of private car owners said that, unlike their parents’ generation, they know next to nothing about maintaining their car.
The IMI’s campaign aims to boost recognition of the ATA brand and encourage businesses employing ATA registered technicians to maximise their involvement in the scheme to help the industry improve public perceptions.
As well as posters, stickers and template for a local press release which have already been sent to more than 4,000 businesses which employ ATA registered technicians, a promotional ‘tool kit’ to help employers highlight their participation in the scheme is being developed, to include point-of-sale material, key fobs and service reminder stickers.
In support of ongoing PR activity, a radio and newspaper advertising campaign will commence in September, initially targeting the Midlands, Thames Valley and East of England regions. Further online promotion planned will include What Car? And AOL.
Over 10,500 technicians across the UK have achieved accreditation and carry ATA photo ID cards. Accreditation is currently valid for five years before registered technicians have to be re-tested. Motorists can search for their nearest business employing ATA registered technicians at www.OKwithATA.com.
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