Extended vehicle warranty sold through broker channel is promoted in Atlantic Canada

High Road Warranty, an extended vehicle warranty sold exclusively through the broker channel, has launched its inaugural consumer advertising campaign in Atlantic Canada.
“Certainly we wanted to introduce High Road Warranty as an extended car warranty company to Canadians,” said Shawn McLaughlin, High Road Warranty’s national marketing manager. “But given that we in Canada have generally never been able to purchase an extended vehicle warranty or used car warranty other than through our car dealer at the time of a vehicle purchase, we also wanted to get the word out that Canadian drivers can now purchase mechanical breakdown protection alongside their annual auto insurance policy.”
Starting the week of June 27, radio and newspaper advertisements have been running in St. John’s, Newfoundland; Charlottetown, Prince Edward Island; Moncton, Fredericton, and Saint John, New Brunswick; and Halifax and Sydney Nova Scotia. The campaign is to last four weeks.
High Road Warranty was officially launched in January 2011. Since then, it has quietly built a network of approved insurance brokerages before starting its consumer advertising efforts.
One hundred and ten brokerages, with representation in every province across Canada, were or were about to be identified as Approved High Road Warranty Selling Brokerages as of July 5, 2011.