LAS VEGAS — This week, WIX Filters is previewing its new marketing campaign and tagline “WIX. WHERE IT COUNTS,” during the company’s introduction of its 2006 sales and marketing promotions at AAPEX in Las Vegas.
“WIX Filters’ aggressive new campaign is rooted in the company’s more than 66 years as a provider of premium quality filtration products and its global leadership position in the heavy duty filtration market,” said Bruce Johnston, brand manager, WIX Filters. “The tagline ‘WIX. WHERE IT COUNTS.’ encompasses not only the superior design and construction of WIX filters but also the extensive automotive aftermarket experience and expertise of our sales force, industry-leading heavy duty coverage and availability, and unsurpassed technical support and services.”
The campaign will make its debut with heavy-duty trade advertisements beginning this month. The campaign will also appear in sales collateral and on wixhd.com , a new Web site devoted to WIX heavy duty filtration products that will launch in mid-November.
Consumer print and radio advertising, trade magazine advertising, Internet ads and point-of-sale merchandise for light duty filtration products will appear in early 2006, coinciding with the start of the 2006 NASCAR racing season.
“The ‘WIX. WHERE IT COUNTS.’ campaign builds on a successful 2005 program that featured a new look and enhanced marketing support for WIX light duty filtration products as well as an expansion of our NASCAR involvement through programs such as the WIX Filters Lap Leader Award contest, a renewed associate sponsorship with Joe Gibbs Racing and additional product sponsorships with leading NASCAR teams,” Johnston added.
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