By Bruce Davis, Tire Business staff
PALM BEACH GARDENS, Fla. (Oct. 2, 2013) — TBC Corp.'s Midas Total Car Care brand is dusting off and updating its "Trust the Midas touch" marketing identity to help position the business as a more complete auto repair and maintenance destination.
"We have always had the highest quality customer service, and now we have Midas Total Car Care in response to a growing population of consumers who want a comprehensive suite of services," said Mike Gould, vice president and chief operating officer of Midas International.
Midas has used the "Midas touch" as a brand identifier off and on throughout most of its 50 years in existence.
This latest iteration of the Midas touch advertising — the work of Martin Agency of Richmond, Va. — involves a talking golden hand floating ethereally in various scenarios and doling out car service advice with a dash of droll humor
"This is more than just an ad campaign," Mr. Gould noted. "This is a recommitment to our customers and our franchise owners. Midas is dedicated to keeping your precious cargo on the road through our talented, ASE-certified technicians…. We want our customers, and all drivers, to feel safe on the road and satisfied with our service, and we know those customers will Trust the Midas Touch."
To help get out the message, TBC/Midas will roll out an integrated marketing campaign that includes use of the web, customer relationship marketing (CRM), direct mail, digital media and traditional print campaigns.
The goal is to position Midas as a leader in the consumer auto repair/maintenance business, with services encompassing brakes, oil, tires, maintenance, steering and exhaust systems.
New television ads will air on CNN, Fox News, HLN, MSNBC, ESPN, ESPN2, FS1, NFL Network, Turner Sports, A&E, Discovery, FX, FXX, History, National Geographic, Spike, SkyFy, and TBS, as well as during "Late Night with Jimmy Kimmel," prime time shows, and NFL and college football.
TBC did not disclose its investment in the ad campaign or the projected ad spending. This is Martin Agency's first work for Midas.
Midas operates through 2,250 franchised, licensed, and company-owned Midas shops in 13 countries, including nearly 1,400 in the U.S. and Canada. Midas became a wholly owned subsidiary of TBC in April 2012 in a $300 million deal.