TYRESAFE has awarded manufacturer Yokohama its prestigious Tyre Manufacturer Award for the second year running.
The charity, which is dedicated to promoting tyre safety and driver awareness, said the title was given in recognition of the manufacturer’s efforts, achievements and innovative approach in promoting tyre safety in the UK.
Having initially secured the award last year, Yokohama built on the success of its original campaign by using its partnership with Chelsea FC throughout 2016 to generate further high-profile awareness of tyre safety issues with Premier League football fans, encouraging them to check their tyres for a safe journey home.
Speaking after receiving the award, David Seward, managing director of Yokohama HPT Ltd, said: ‘It really is an honour to be named as TyreSafe’s tyre manufacturer of the year for the second year in a row. However, this would not have been possible without the fantastic support and involvement from Chelsea FC, who have now become TyreSafe supporters in their own right.
‘Every week, hundreds of thousands of football fans jump in their cars and travel around the UK to follow their beloved teams, and we are proud to have played an important role in helping promote tyre safety issues and ensure they arrive safely.’
As part of its award-winning activities, Yokohama focused its awareness and education efforts around Chelsea’s home matches at Stamford Bridge, targeting more than 80,000 people attending matches in October through prominent ‘Safe Tyres Save Lives’ messages on the stadium’s giant screens, pitch-side advertising boards and match-day programme advertising.
The campaign was extended via Yokohama’s and Chelsea’s social media platforms, with a significant further boost also delivered when Chelsea became the first – and only – professional football club to become an official supporter of TyreSafe.
Chelsea and Yokohama subsequently extended their match-day tyre safety message for all of Chelsea’s remaining home games of the season, extending the potential audience, excluding TV viewers, to more than half a million fans.
Speaking at the award ceremony, TyreSafe chairman Stuart Jackson said: ‘Our congratulations go to Yokohama on being named TyreSafe’s Tyre Manufacturer of the Year for 2017. Yokohama has been a strong supporter of TyreSafe over the years and has excelled in promoting the TyreSafe message in the last couple of years in particular.’
Pictured at top from left: Michael Harrington – sales executive, Yokohama HPT Ltd; Graham Fieldhouse – credit manager, Yokohama HPT Ltd; Danny Simmons – sales executive, Yokohama HPT Ltd; Akihiro Terao – sales and business development division manager, Yokohama Europe GmbH; David Seward – managing director, Yokohama HPT Ltd; Joe Tomlin – sales executive, Yokohama HPT Ltd; Tony Valentine – fleet & national accounts manager for Yokohama HPT Ltd; Andy Lane – distribution manager, Yokohama HPT Ltd
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