Mr. Lube takes Top Honors as BCAMA "2008 Marketer of the Year"

    VANCOUVER, June 26 /CNW/ - The BC Chapter of the American Marketing
Association (BCAMA) has named Mr. Lube winner of the coveted "Marketer of the
Year" award for 2008. This category leader in the routine maintenance sector
is being recognized for successfully rebranding itself and turning the
organization into a market leader.
    "Marketer of the Year", the BCAMA's prestigious honour is presented
annually for the most outstanding integrated marketing strategy in the
province. Mr. Lube was chosen for its focused and aggressive branding and
marketing strategy.
    "The BCAMA is proud to be honouring Mr. Lube with the 2008 Marketer of
the Year Award. The decision to recognize the tremendous work of Mr. Lube was
a result of the marketing creativity the organization brought to a
traditionally low interest category with a focused strategy and message. It
was a well-rounded success story with excellent results," says Laura McBride,
past President and Chair of the MOY Judging Committee.
    "It is a tremendous acknowledgement to win this year's award. Our
advertising partners at Rethink Communications and the team at Mr. Lube have
worked exceptionally hard and we are proud of everyone's commitment to further
the Mr. Lube brand. Every area of the organization was evaluated and improved
upon to deliver on our marketing strategy," says Brent Cuthbertson, Vice
President, Marketing, Mr. Lube Canada. "Mr. Lube has positioned the brand as
the dealer alternative for routine vehicle maintenance. Our campaign delivers
this message through a humorous approach contrasting the typical dealer
experience. We have focused on two key proofs points that are important to
consumers, "no appointment necessary" and "warranty approved" services,
ultimately changing the customer's perception of Mr. Lube. It's not just about
creating great advertising but creating a "movement"."
    "The focus and alignment of our three pillar strategy - Brand, Franchise
Profitability and Customer Experience - has allowed the organization to
accelerate change and build momentum quickly," says Paul Healey, President and
CEO of Mr. Lube Canada. "Our campaign goes beyond a traditional rebranding
initiative and demonstrates how an already industry leading organization needs
to press beyond the current boundaries in order to obtain peak performance."
    The BCAMA will present the award to Mr. Lube at the 38th Annual Marketer
of the Year Gala at the Westin Bayshore Resort and Marina in September 29,
2008. For event details and ticket information, please visit

    About BCAMA

    The BC Chapter of the American Marketing Association ( has
been the province's leading marketing source since 1955. With approximately
500 members, the BCAMA is a non-profit association made possible by a
dedicated team of volunteers including Board Members, Committee Members and
Sponsors. As one of the most highly regarded chapters in North America, BCAMA
was awarded with the prestigious international "Chapter of the Year" in 1995,
1996, "Chapter of Excellence" in 1997, and special merits in both 2004 and

    About Mr. Lube Canada

    Mr. Lube Canada is Canada's leading quick lube provider in the automotive
routine maintenance category with 93 locations across Canada. Founded in 1976,
Mr. Lube Canada has served over 32 million customers in its 32 year history.
Headquartered in Delta, BC, the company also has a regional office in
Mississauga, Ontario to support its national franchise network.
    Mr. Lube Canada and the Mr. Lube Foundation's primary focus for support
are Prostate Cancer Research and Education and Children's Welfare. Since 2002,
Mr. Lube Canada and the Mr. Lube Foundation have donated over $3 million
dollars to these and other local charities across the country. For further
information, visit

For further information:

For further information: Georgia Dahle, Director, Corporate
Communications, Mr. Lube Canada, Phone: (604) 418-4755, Email:; Heather Phillips, Communications Director, BCAMA, Phone:
(604) 928-4358, Email:

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