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.