National Marketing Campaign Supports 'Midas Touch' Maintenance Package

ITASCA, Ill.--March 7, 2005--Midas, Inc. is launching a month-long marketing campaign today using high-profile television exposure in support of its first-ever national promotion of maintenance services at more than 1,600 Midas shop in the United States.

The "Midas Touch" maintenance package includes an oil change, tire rotation and a courtesy check of the vehicle's battery, tires, belts, hoses, fluid levels, coolant, air filter and a visual brake check for $29.95.

"Midas is building on our industry-leading brand recognition for brakes and exhaust to add a full range of maintenance services to keep customers' cars and light trucks in top operating condition," said Rick Dow, Midas' senior vice president and chief marketing officer. "Consumer testing has confirmed that our oil change customers appreciate the value-added courtesy check to obtain advice on maintaining the reliability and safety of their vehicles."

The new television commercial continues the "Trust the Midas Touch" campaign introduced in March 2004, and features humorous in-shop interactions between Midas customers and mechanics to support the 'trust' and 'maintenance' messages.

The maintenance commercial, created by Midas' lead national agency DDB Chicago, will be seen on a wide range of network, cable and syndicated entertainment, sports and late night programming including the NCAA Basketball Tournament on CBS.

Midas also has developed its first national television commercials targeted to the Latino community. These spots for the maintenance promotion were developed by the company's regional marketing agency Moroch of Dallas and will air on national Latino networks Univision, Telemundo, Galavision and Telefutura.

The "Midas Touch" maintenance package also will be promoted in-shop by new point-of-purchase materials in both English and Spanish.

"The entire Midas system, including our franchisees and the company's training, operations, marketing and supply chain activities, is dedicated to the success of this first national maintenance program," Dow said. "We are confident that the 'Midas Touch' package will attract new customers to Midas, as well as bring repeat customers who have come to our shops previously for brakes, exhaust and other repairs."

Midas is one of the world's largest providers of automotive service, offering brakes, exhaust, steering and suspension services, as well as maintenance services, tires and batteries at more than 2,600 franchised, licensed and company-owned Midas shops in 19 countries, including more than 1,800 in the United States and Canada.