Tyre Safety Month - a resounding success

Published 1st November 2007

Tyre Safety Month has proved to be a great success, arguably the most effective tyre safety campaign mounted by the tyre industry for many years. Media coverage and details of the campaign on motoring and consumer websites have boosted hits on the TyreSafe website to very high levels and over 3,500 motorists have entered the free prize draw to win an iPod.

The support from Vicki Butler-Henderson, the “face” of tyre safety month, generated considerable interest in the tyre trade, as well as from car manufacturers including Volkswagen and Kia who offered free tyre safety and pressures checks throughout their dealer network during the campaign. The forecourt division of the Federation of Petroleum Suppliers also supported the month-long initiative.

A major accolade for the campaign was to receive backing from the UK government in the form of a statement of support from the new Road Safety Minister, Jim Fitzpatrick. TyreSafe, for its part, has committed to support the government’s Act On CO2 campaign and activities beyond the end of tyre safety month.

Media coverage, as already mentioned, was substantial including multi page tyre articles in both leading weekly motoring magazines and a major article on tyre safety in The Times newspaper. The campaign launch proved to be very successful with Vicki Butler-Henderson, who took part in a tyre safety debate on the TalkSport radio station with presenter Jon Gaunt. This was followed by a series of interviews for Vicki with regional and local radio stations.

The influential consumer magazine Which? also backed the TyreSafe campaign by offering all visitors to the TyreSafe and Which? websites, a free copy of their Tyre Best Buy Report for the duration of the campaign.

The reaction to Tyre Safety Month from both within and outside of the tyre industry has been such that a more extensive campaign is now planned for 2008.

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