TBC Corp. is looking to boost the image of its Midas Total Car Care operation, and looking backwards to do that.
The company has dusted off and re-launched the familiar “Trust the Midas Touch” tagline in a new series of TV and print ads and promotions as part of an overall effort to “reinvent its business to continue its position as a leader in the consumer automotive industry.
Saying that the new campaign will “redefine Midas” and generate “excitement,” Mike Gould, executive vice president and COO, said, “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 that want a comprehensive suite of services.”
The integrated campaign includes web, customer relationship marketing, direct mail, digital media, and traditional print campaigns. New TV spots will air on CNN, Fox News, HLN, MSNBC, ESPN, ESPN2, FS1, NFL Network, Turner Sports, A&E, Discovery, FX, FXX, History, National Geographic, Spike, SyFy, and TBS.
