PALM BEACH GARDENS, Fla. — Midas, a subsidiary of TBC Corp., will serve as the Official Automotive Maintenance and Repair sponsor of two upcoming music festivals in Ocean City, Md.: Oceans Calling Festival, Sept. 27-29, and Country Calling Festival, Oct. 4-5.
Midas will promote its new Don't Put Up with B.S. (bad service) brand platform at both festivals with its "Good Service Station," where festival-goers can take a pitstop to recharge and refuel.
The on-site brand activation will feature a new Midas commercial, hydration stations, free swag and games.
Celebrity chef and entrepreneur Robert Irvine will make an appearance at the Midas-branded space during Oceans Calling, while the Grammy-nominated, multi-platinum band, NeedToBreathe, and independent country music artist Alexandra Kay both will perform acoustic sets from the Midas Good Service Station during Country Calling.
"With the launch of our Don't Put Up with B.S. brand platform, we're looking to reach as many people as we can with the message that Midas is taking a stand against bad service," Paul Elliott, group vice president of franchise marketing for TBC, said.
"We're thrilled to be sponsoring these two incredible music festivals and providing unique, empowering experiences to a vast audience of current and future customers, helping them to envision the elevated service experience they'll receive at Midas shops for years to come."
Midas' Project Spark, which provides safe and reliable transportation to families in need, is joining forces with Chef Robert Irvine and the Robert Irvine Foundation, which supports the physical and mental well-being of military service members, veterans, first responders and their families, alongside NeedToBreathe and their non-profit partner, For Others, to help two families get back on the road.
Midas also will sponsor a breakfast hosted by Irvine at the Oceans Calling Festival, honoring first responders and their contributions.
