The Institute of the Motor Industry (IMI) has announced that broadcaster Suzi Perry will be the face of the forthcoming consumer marketing campaign aimed at promoting its Professional Register to motorists.
Perry is currently the host of BBC Sport’s Formula 1 coverage having taken over at the beginning of the 2013 race season.
She will front a consumer campaign which will span press advertising, radio advertising, trade shows, trade-targeted direct marketing and consumer-targeted live engagement road shows.
The first leg of the campaign will be launched in the Birmingham area and will form the first of a three-year commitment by the IMI to promote the Professional Register to the public.
Jane Allan, the IMI’s head of communications, said: “Suzi is highly recognisable to consumers and motoring enthusiasts thanks to her high profile role presenting the BBC’s Formula 1 coverage.
“We believe this appointment demonstrates the IMI’s forward thinking approach to promoting the Professional Register and we are certain that the individuals it represents will benefit greatly from her presence in the campaign.”
The IMI’s Professional Register is a searchable online database containing almost 40,000 qualified individuals in the motor industry, with the ultimate aim of encouraging consumers and motorists to demand registered professionals when engaging with services in the automotive sector.