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High Road Warranty breaks first consumer campaign

High Road Warranty of Vancouver has begun an advertising campaign in Atlantic Canada promoting an extended vehicle warranty sold through insurance brokerages. The four-week campaign consists of radio and newspaper ads in St. John's, Charlottetown, Moncton, Fredericton, Saint John, Halifax and Sydney. The ads use the tagline, "Yes, we cover that" and use the theme that there are better things on which to spend money than car insurance. "Making our first impression in Atlantic Canada was an easy choice," said Shawn McLaughlin, national marketing manager at High Road Warranty. "It's there where we have some of our most active brokers, and where our broker representation is the highest. 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." High Road Warranty is a business unit of Possibility Holdings.

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