Tyre manufacturer Maxxis is in the running for a major industry honour after being nominated for a prestigious Tyre and Fast Fit (TAFF) Award. The Awards are presented annually by the National Tyre Distributors Association (NTDA), which has been representing the interests of tyre retailers since 1930, and are firmly established as the trade’s top accolades.
Maxxis is up against Bridgestone, Goodyear, Michelin and last year’s winner Continental in
the Industry Advertising Campaign category. The company has been recognised for a raft of activities that have captured the interest of the trade over the past 12 months, including the Maxxis 100% advertising campaign, the national Maxxis Rewards promotion, the launch of the Maxxis Babes website and its wide ranging sports sponsorship.
The Maxxis 100% campaign is a global marketing initiative designed to convey the concept of the Maxxis Triple 3 System: 100% Service, 100% Quality and 100% Trust. In the UK Solihull-based full service marketing communications consultancy JM Bailey Communications was involved in an innovative campaign comprising four full page, full colour advertisements, which have been appearing in the tyre trade media since August 2009.
Last year saw the launch of the Maxxis Rewards, a new dealer support programme developed by Maxxis and Grouptyre, its exclusive distributor in the UK, with the aim of building the manufacturer’s share of the UK’s PCR market by developing key relationships, especially with independent retailers. Such was its success that Maxxis has rolled out an enhanced Maxxis Rewards programme for 2010.
Based on their purchases of Maxxis car, van and 4×4 tyres, accredited retailers have the chance to win a range of prizes in the quarterly draws and to earn Argos vouchers and Maxxis merchandise, including polo shirts. The top prize is a one week all-expenses paid trip to the Far East plus a visit to a Maxxis facility.
Maxxis International UK managing director Derek McMartin said: “Initiatives such as the Maxxis 100% advertising campaign, the Maxxis Rewards promotion, our improved corporate website and range of point of sale and merchandising materials are helping us build affinity towards Maxxis as we continue to develop the brand and grow our Centres of Excellence network.
Meanwhile, our sports sponsorship, especially the investment in football, drifting and motocross, our joint promotional activities with Max Power and the launch of the Maxxis Babes website are giving us increased exposure among consumers and the opportunity to raise awareness of our ‘quality at a sensible price’ message.
“To be considered for the TAFF Industry Advertising Campaign award is an achievement in itself and we would like to thank everyone who nominated Maxxis.”
Members of the NTDA vote for the Tyre and Fast Fit Awards, although non-members are also eligible to participate and the Association is developing a dedicated TAFF website to open up the awards to a wider voting audience. The results in all categories will be announced at the TAFF Awards Dinner in Manchester on October 6.
