Dubai, 17 October 2006 - Castrol is launching the first industry recognition and reward initiative of its kind here in the Middle East. The scheme is called the 'Liquid Engineering Awards' and is endorsed by Mohammed Ben Sulayem, President of the Automobile and Touring Club for the UAE and 14-times Middle East rally champion. The awards will take place each year open to every auto service company including those that do not work with Castrol.
The 'Liquid Engineering Awards' will involve spare part shops, oil lube shops and quick service centres across the UAE, Jordan, Kuwait, Oman and Saudi Arabia. Once launched the scheme is expected to grow year on year with other countries coming on board as the programme expands.
Robert Dann, Marketing Director for the region explained: "Liquid Engineering captures in two words the passion Castrol has for oil as exemplified over 100 years of leadership and research in producing the very best engine oils. The Liquid Engineering Awards are our way of trying to spread that passion across throughout the automotive industry in the Middle East."
Industry 'shops and centres' will be unknowingly observed by mystery shoppers to identify nominations for five award categories including Best Quick Service and Best Independent Workshop. An independent company is undertaking the research and developing the criteria for the final selection process. Customer service, expert knowledge and outlet presentation will be scrutinized as part of the final selection process.
R. Dann added, "The structure of the programme ensures everyone in the automotive service industry will benefit. Individuals receive well deserved recognition and overall the scheme will assist in raising our industry standards here in the region. We expect the scheme to grow in size and involve more countries each year."
A panel of judges made up of industry leaders and global marketing experts will meet in November to decide the final shortlist of winners that will attend a gala dinner in Dubai for the award presentation. Winners will receive trophies and cash prizes.
-Ends-Castrol in the Middle East
2006 is an important year for Castrol in the Middle East. As part of a global drive to develop key markets, Castrol is embarking on a comprehensive marketing program across the region targeting the trade and consumer. Following the restructure of their existing products to better suit the market, Castrol has launched EDGE product range for high performance car engine.
The Middle East business has over 60 years experience in the region and additionally manages Iran, Levant & Horn of Africa markets. The business services more than twenty countries from the Dubai headquarters.
For further information, contact:
Victoria Jacks, Account Manager,
Memac Ogilvy PR
Tel: 00 971 4 3050315
victoria.jacks@ogilvy.com
Press Release 2006
