TBC relaunches “Midas Touch” branding

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TBC Corp. is refreshing the branding of its Midas International Corp. subsidiary through a marketing campaign which began Oct. 2. The campaign will relaunch the "Midas touch" brand identity to emphasize high-quality customer service for auto repair needs.

“We will kick off an exciting new campaign that redefines Midas, generates excitement, and communicates the Midas Total Car Care,” says Mike Gould, executive vice president and chief operating officer of Midas International.

“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,” Gould added.

TBC says the integrated marketing campaign includes a new visual identity to be incorporated throughout all consumer-facing communications.

The new branding will be rolled out through web, customer relationship marketing (CRM), direct mail, digital media, and traditional print campaigns. New television ads will air on CNN, Fox News, HLN, MSNBC, ESPN, ESPN2, FS1, NFL Network, Turner Sports, A&E, Discovery, FX, FXX, History, National Geographic, Spike, SkyFy, and TBS, as well as during “Late Night with Jimmy Kimmel,” prime time shows, and NFL and college football.

Midas is one of the world’s largest providers of automotive service, offering brake, maintenance, tires, exhaust, steering, and suspension services at nearly 2,250 franchised, licensed, and company-owned Midas shops in 13 countries, including nearly 1,400 in the United States and Canada.

Midas became a wholly owned subsidiary of TBC Corp. on April 30, 2012.

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