The Automotive Technician Accreditation (ATA) scheme governed by The Institute of the Motor Industry (IMI) is embarking on a national consumer PR campaign through Seal Communications.
The campaign to raise awareness and understanding of the ATA scheme amongst motorists will be launched at this year’s British International Motor Show in July.
Launched three years ago as the UK’s first voluntary accreditation scheme for vehicle technicians in the retail motor industry, ATA has almost 10,000 registered technicians who have successfully completed a practical assessment and on-line knowledge test.
Seal’s appointment to handle the PR elements of the communications programme followed a seven-way pitch to the IMI. Stuart Brooks, the IMI’s head of PR and public affairs and Nigel Beaven, head of marketing led the process which also resulted in the appointment of creative agency, Campaign Works, to handle the advertising and design elements.
The campaign will run over an initial six month period and is designed to help improve public perceptions of the industry. An earlier OFT report into car servicing and repairs highlighted the lack of public confidence in the retail motor sector, but the ATA scheme is seen as an important means of building esteem and reassuring customers.
Steve Dann, Seal’s client services and development director, said: “Our campaign will highlight the value of using highly skilled and competent technicians who have been independently audited and signed a code of conduct. As well as raising consumer awareness of ATA one of the objectives of the campaign is to encourage franchised dealerships and independent garages to embrace the scheme by encouraging more of their technicians to go through the accreditation. We will be targeting press, broadcast and online media at a national and regional level and intend to work closely with industry supporters of the scheme.”
