BETHESDA, Md. (April 18, 2003) — Halfway through National Car Care Month, the Car Care Council has tallied up the promotion's media coverage as the Automotive Specialty Products Alliance (ASPA) also lends its support to the consumer education program.
The Bethesda-based council said its video news release has aired 45 times on television stations across the country. More than 600 radio stations have aired the radio version of the release. Other mentions have included Willard Scott on NBC's “Today” show reminding the program's some 5 million viewers to check their vehicles; a Parade feature about the National Car Care Month, which was sent to the magazine's 35 million subscribers; a feature column in the Chicago Tribune's Cars section; and various mentions in other magazines, newspapers and on TV stations.
The council plans to conduct a special consumer survey in May to gauge awareness and attitude changes regarding National Car Care Month. Before this year, the event—which includes free vehicle inspections with the hope of educating consumers about vehicle maintenance as well as getting them to visit repair shops for more extensive work—was held in October. The education program is an extension of the council's Be Car Care Aware campaign. The council serves as the brand and information source for the campaigns, which are spearheaded by the Automotive Aftermarket Industry Association.
ASPA members voted this month to officially endorse the campaign and encourage its members to get involved. The group represents companies in the automotive chemical and vehicle appearance product markets.
“The 'Be Car Care Aware' campaign has built a powerful coalition of aftermarket companies and associations to ensure the success of this unprecedented consumer education initiative,” said John Ehlert, ASPA chairman and COO of Berryman Products Inc., an automotive chemicals maker. “After seeing the extensive national publicity achieved and the widespread participation within the industry, ASPA is urging its members to get involved and demonstrate their support for the campaign.”