February 27, 2008, 12:00 AM

New branding campaign wants shoppers turning to Advance Auto Parts

Automotive aftermarket parts and accessories retailer Advance Auto Parts has launched a multimedia branding campaign that will include TV, radio and online media. The message: “Keep the Wheels Turning” by turning to Advance Auto.

Mark Brohan

Research Director

Advance Auto Parts Inc., an automotive aftermarket retailer of parts, batteries, accessories and maintenance items, has launched a multimedia branding campaign that will include TV, radio, online, print and outdoor media. The company wants to strengthen ties to both do-it-yourselfers and professional auto mechanics.

The campaign, titled “Keep the Wheels Turning,” launched with new television and radio commercials earlier this month. Online, outdoor and print ads will follow. PartsAmerica.com, No. 227 in the Internet Retailer Top 500 Guide, is Advance Auto’s e-commerce site.

The company is redefining how it’s viewed by consumers and is doing so with their help, says Elwyn Murray, executive vice president. The branding position was developed using research and feedback from both customers and employees, Murray says. “With this new branding, Advance is redefining how we see ourselves and how our customers see us. We’re telling them that Advance is the place to go for parts, experience and confidence.”

Advance’s initiative speaks to both do-it-yourself and commercial customers. The company says it understands that for the DIY market, their vehicles are more than just transportation, they are the engines that keep their lives on track. And Advance says it wants commercial customers to know the company is “the partner that will help them build their business.”

Advance is working with Dallas-based The Richards Group on the company’s new brand and creative development.

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