AA promotes quality-led Garage Guide

AA Garage Guide, the online search and booking site, is launching an extensive advertising campaign, helping people to better understand how the website differs from its price-driven competitors.

The campaign, which will feature on national radio stations, will communicate the Garage Guide’s primary concern: to provide motorists with access to accredited garages and dealerships who are committed to delivering premium service levels, undertaken by trained professionals. Each registered garage is handpicked with these considerations in mind.

The AA will also be promoting its digital Automyze service to its 4 million members. Providing motorists with a handy repository for all of their vehicles’ essential information, Automyze automatically generates useful vehicle maintenance reminders for the user.

The national campaign, which will include direct marketing as well as national outdoor advertising and radio, will prompt motorists to book forthcoming MOTs, services and repair work through the Garage Guide site.

With over 2,600 garages nationally to choose from, the AA’s Garage Guide network features some of the UK’s most prestigious dealer groups. Since the start of the year, Stoneacre Motor Group, Perrys Motor Sales, Hartwell, Marshall Motor Group, Vertu Motors and Servicesure Autocentres have all listed their garages on the site, each of whom regularly feature in industry ‘best’ polls.

The site’s dedication to improving industry standards has prompted the support of both the IMI and Motor Codes, with both organisations actively promoting the Garage Guide to their members.

Trade Marketing Manager, Mima Rybanska, explained: “Motorists trust the AA to recommend great garages. Each garage registered with our Garage Guide has to comply with our verification process, which aims to ensure we build on our network by picking only the best garages. Because we’ve taken the time to assess each of the garages listed with us, customers can be confident in the garage they select via our site.

“This marketing investment to help raise awareness reaffirms our commitment to providing a market-leading platform that promotes only the best UK dealers and garages to members and motorists. The network has grown significantly in recent weeks, and includes many of the UK’s best independent and biggest franchised dealer groups, so the time is right to increase AA Garage Guide’s profile through wider marketing and advertising activities.”