ATS Euromaster launches new radio ‘winter car care’ ad campaign

ATS Euromaster has launched a new radio advertising campaign that focuses on the consequences of not turning to a professional to meet both fleet and personal car care needs this winter. This is ATS Euromaster’s first ad campaign since 2017.

The month-long activity, in partnership with Michelin and CrossClimate 2, began airing at the end of November and highlights the importance of winter car provision, not only as part of a fleet manager’s duty of care but for general enhanced driver road safety.

The adverts take a humorous approach to winter tyres and driving in wintry conditions. For example, the advert suggests you wouldn’t go skiing without learning to ski from a professional; you wouldn’t cut your own hair (without unfortunate consequences); or rewire your own house without Building Regulations approval – so what’s different with car care this winter?

The advertisement is playing across a variety of radio stations, including Radio X, the Capital, Heart, Absolute, Hits Radio, Kiss and TalkSport networks, plus Global Traffic Network (GTN) and can also be found on DAX and Spotify podcasts.

Humorous approach to a serious topic

“We are excited to launch this campaign in partnership with Michelin and CrossClimate 2,” says Matthew Froome, marketing manager at ATS Euromaster. “The ad is a serious topic but with a humorous approach. And by ensuring you use a car care specialist, especially in winter, customers will have the peace of mind that their service provision is professional, safe and fit for purpose.

“And as the cold snap continues to create difficult and quickly changing conditions in the UK, we strongly recommend some general, often overlooked maintenance for drivers such as battery checks and bulb replacements as well as ensuring the air conditioning is working effectively – as all these aspects serve to support road and driver safety. We offer all these checks, and more, in our service centres across the UK to ensure car care this winter is taken care of professionally.”

All-season tyres such as CrossClimate 2 provide consistent driving performance in a variety of different weather conditions, delivering superior grip and braking performance. ATS Euromaster says these tyres not only offer a cost effective and safer approach to driving in winter, but all year round.