Correct tyre pressures are critical to road safety. That’s why we’re proud to be supporting the Tyre Safety Month 2013 campaign. We’ve managed the marketing of the annual campaign for more than five years, creating a dynamic campaign story and colourful, informative marketing materials to engage with motorists. Each year the campaign gets bigger and better, reaching more people with its important safety messages.
This year, we’re going back to basics and asking drivers to check their tyre pressures. We want to encourage people to start checking their pressures more regularly (at least one a month), so it becomes part of their routine. With more than 1,100 UK road casualties caused by accidents involving illegal, defective or under-inflated tyres in 2011, there’s a clear case for drivers to sit up and take notice.
We’ll be helping motorists to understand that by simply keeping their tyres at the recommended pressure for their vehicle, they’ll be saving money and reducing their carbon footprint. When tyres are under-inflated by just 20% (around 6psi), some 3% more fuel is consumed. And, correctly inflated tyres deliver better handling and braking, helping to reduce drivers’ chances of being involved in an accident.
So what are we doing to market this year’s Tyre Safety Month?
Firstly, we’re engaging the tyre trade and getting them on board to support the campaign. We’ve created more resources than ever before this year to help them spread the word and get motorists thinking about tyre safety. In addition, we’ve designed a vibrant infographic, a series of online banners, a ‘tyre pressure check’ video animation, and, last but not least, a brilliant ‘Check your pressure’ song and video, featuring our own Managing Director, Christine Joyce.
We’re also inviting tyre dealers and garages to hold local events to raise awareness of the importance of tyre safety. This could be in partnership with their local police force or fire service, or at a local shopping centre, for example. We’re encouraging them to engage their employees, get in touch with their local media and actively promote the campaign via social media.
Finally, we’ll be launching a widespread PR campaign to get people talking – targeting both traditional print media and digital media. With lots of important safety information to share, and handy tools including our animated videos and free iPhone pressure checker app, we’re confident that we can grab motorists’ attention and inspire them to check their tyre pressures more regularly.
Watch this space for further campaign updates!
