A consumer marketing campaign is to be launched by the Institute of the Motor Industry promoting its professional register to the public.

The first part 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. 

The institute is aiming to put skills and competency at the "heart of consumer choice in the automotive retail sector and challenge existing poor perception of the motor industry" by promoting individuals and businesses that invest in training.

Steve Nash, the IMI’s CEO, said: “Public perception of our sector is poor, as is consumer confidence. 

"However, the IMI’s professional register is perfectly placed to address these concerns. 

"This campaign will aim to be a game changer in the industry by making drivers aware of the need for competent and suitably skilled people to take care of their motoring needs. Our ultimate aim is to encourage motorists to demand registered professionals when engaging with services in the motor industry. ”

The professional register is an industry-wide database that lists the nearly 40,000 individuals working in the automotive industry.

These professionals have been recognised by the IMI for their experience, for continually keeping their skills and knowledge up to date, and for their commitment to ethical working practices.

The register is designed to improve standards across the automotive industry and aims to give consumers and customers added confidence in the industry and the professionals in it.

Visitors to the website are guided to choose a registered business or individual.

Independent marketing communications agency RPM  - with clients including Diageo, M&S, Sky and Breitling - has been appointed by the IMI to create and deliver the campaign, set to start in November.

RPM has developed a campaign spanning consumer press advertising, radio advertising, trade shows, trade-targeted direct marketing and consumer-targeted road shows. As part of the appointment, RPM will also secure a 'celebrity ambassador' as a spokesperson for the overall campaign.