CARSTAR Launches New Campaign: "Where Accidents Unhappen"

HAMILTON, ON, Jan. 8 /CNW/ - CARSTAR Automotive Canada Inc., Canada's largest network of high quality collision centres, kicked off the new year with a bold, integrated brand campaign. The new campaign includes compelling radio and television ads, which convey to consumers that if they're ever in an accident, CARSTAR will be there to make their accident unhappen.

The new campaign focuses on distractions. For instance, when a person is driving down the road, their eyes can sometimes wander to something interesting. Or the phone rings, or they're opening a cup of coffee. Distractions are irresistible. Distractions can sometimes cause accidents. These commercials reinforce to consumers that when an accident happens, CARSTAR is there to turn their negative experience into a less stressful one.

The foundation of this campaign is based on surveys received from thousands of CARSTAR customers after their vehicle was repaired. From the front office staff at each location to the technicians, CARSTAR prides itself on making each accident unhappen by providing quality repairs and unparalleled customer service. Many customers can't believe it's their same vehicle when they get it back, because it looks as if an accident never happened. "At CARSTAR, we take pride in being the franchise organization that has changed the collision repair experience for the better" said Lisa Mercanti-Ladd, Senior Director of Marketing & Client Services for CARSTAR Automotive Canada Inc., "As we celebrate our 15th anniversary here in Canada , this campaign simply reminds consumers why we are the experts when it comes to collision repair."

A novel take on what can sometimes happen to a motorist if they're not paying attention while driving; the new radio and television commercials will cause consumers to think twice before taking their eyes of the road. The new television ads will air throughout the year as well as during the NFL Playoffs and during the Super Bowl's pre-game show.

A PR initiative will take place asking Canadians what they would make unhappen" whether it's a bad haircut, a bad blind date or singer Taylor Swift's embarrassment at the Video Music Awards when rapper Kanye West stole her moment. Also as part of this initiative, an online national contest will be launched in March that will involve the social networking sites Facebook and Twitter.

CARSTAR franchisees and employees across the country will also be involved. They'll wear a "Where Accidents Unhappen" t-shirt the first Friday of every month and donate a Loonie to the Canadian Cystic Fibrosis Foundation (CCFF) CARSTAR's national charity of choice.

To get a peak at the new ads, visit www.carstar.ca.

About CARSTAR Collision Repair Centres

CARSTAR is the largest and fastest growing automotive repair franchise network with over 400 locations in North America . Founded in Hamilton, Ontario in 1995, CARSTAR Automotive Canada Inc. has grown from eight to over 135 locations throughout 10 provinces. Within Canada , CARSTAR repairs approximately 100,000 vehicles per year with the highest rate of customer satisfaction. Through a variety of fundraising initiatives, CARSTAR, its franchisees, partners and employees have raised over $1.7 million for the Canadian Cystic Fibrosis Foundation. For more information, please visit www.carstar.ca

For further information: Sharon Welch, PR & Communications Specialist, CARSTAR Automotive Canada Inc, 1-800-665-2264 ext. 290, [email protected]; Lisa Mercanti-Ladd, Senior Director, Marketing & Client Services, CARSTAR Automotive Canada Inc, 1-800-665-2264 ext. 234, [email protected]