Maxxis renews major media/events partnership
Under: Maxxis News on
12 May 2011
Following last year's highly successful partnership with Future,
the special-interest media company behind some of the UK's most
successful performance events, magazines and websites, tyre
manufacturer Maxxis International has renewed its exclusive
advertising/ sponsorship deal for a further 12 months.
As a Platinum Partner of Future, Maxxis will promote its brand
to an audience of around 350,000 performance, tuning and styling
enthusiasts through full page, full colour advertising in Fast
Car; Fast Ford, Total Vauxhall and
Redline. The suite of four 'Maxxis 100%' themed
advertisements will highlight Maxxis support for the high octane
sport of drifting and will feature sponsored drivers Mark Luney of
SATS Cosworth and Team Japspeed trio Steve Biagioni, Shane Lynch
and Paul Smith.
Maxxis is once again the Official Tyre Partner of the Adrian
Flux Auto Series and will enjoy a high profile presence at some of
Europe's top performance car shows. The striking orange
and black hospitality unit and inflatable arch will occupy a prime
site in the heart of the Platinum Retail Village and the Maxxis
Babes will be on hand to chat to fans, hand out merchandise and
pose for photographs. In 2010 more than 80,000 fans from
across Europe visited the Auto Events - up 22% on 2009 attendance
figures - and this year Future is expecting the shows to draw even
bigger crowds.
On May 14 Maxxis will be at Castle Combe for Japfest, Europe's
biggest Japanese performance car show, before heading to Santa Pod
on June 11-12 for the tenth anniversary of the Performance Vauxhall
Show, the UK's number one performance Vauxhall event. Maxxis
will then head to Donington Park for Japfest 2: The Evolution (July
10), which was launched to huge acclaim last summer, and will bring
the curtain down on its 2011 show season on August 7, when it joins
Ford fans at Silverstone for Ford Fair, Europe's biggest and best
Ford Festival.
The Platinum Partner deal also gives Maxxis valuable brand
exposure through online advertising across Future's portfolio of
specialist motoring magazine and automotive event websites, which
are designed to inform and entertain passionate performance
enthusiasts whose numbers are building across Europe.
The product-focussed magazine web campaign will roll out across
fastcar.co.uk, fastfordmag.co.uk, totalvauxhall.co.uk and the
recently relaunched redlinemag.com, while Maxxis will be using
product advertising with mini British Drift Championship film clips
to convey its 'high quality at an affordable price' message on
event websites Japfest.co.uk, Fordfair.co.uk Performancevauxhallshow.co.uk
and Japfest2.co.uk.
"Every month through its specialist motoring magazines, websites
and interactive automotive events Future engages with almost
600,000 people whose lives are heavily influenced by their passion
for modified cars, classic cars, individual marques and motorbikes,
and as a Platinum Partner we are ideally positioned to tap into
this important marketplace," says Maxxis International UK's
managing director Derek McMartin.
Last year Future implemented an extensive marketing campaign
using radio, web, local press, social networking, club and trade
partner channels to promote its automotive magazines, events and
websites to an estimated 1.7m people, and is planning more of the
same in 2011.
"We are delighted to have Maxxis on board as our exclusive tyre
partner for 2011," says Steve Hawkins, advertising sales director
for Future's automotive portfolio.
"Having worked closely together on high impact promotions that
really resonated with our core automotive audience last year, we
look forward to building on those achievements to make sure
performance/tuning enthusiasts can get the most out of their
cars."
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