Micheldever Content and PR to engage independent tyre-fitters

Micheldever Tyre Services (MTS) is the wholesale distribution division of Micheldever Group, the UK’s leading independent distributor and retailer of tyres. It supplies tyres and accessories via a network of 22 distribution sites to over 6,000 fast fit garages/tyre centres.

MTS prides itself on its partnership approach to its tyre retailer network and seeks to support and grow the business of its customers by providing compelling partnerships and real added-value benefits. WAA Chosen has worked with MTS for over 10 years in conveying this business ethos to key audiences through a dedicated programme of PR and communications activity.

WAA Chosen collaborates with MTS to develop and deliver its PR and communications strategy, which includes a strategic content programme targeting key trade, local and regional media, and social media channels.

An essential component of the PR and communications function that WAA Chosen provides for MTS is the management of a remote press office. This involves creating and crafting various PR collateral, such as press releases, features, and awards entries. Additionally, WAA Chosen acts as the first point of contact for all media enquiries and handles liaison with editorial teams.

A key deliverable for WAA Chosen is The Inside Track, a quarterly customer newspaper dispatched to MTS’s 6,000-strong independent tyre retailer network. WAA Chosen has been integrally involved in The Inside Track since its inception, breathing life into MTS’s distinct newspaper through the creation, ideation, and conceptualisation of the initial project brief. Since its debut publication in April 2018, WAA Chosen has actively participated in the editorial management, writing, and production of each of its 12 editions thus far. The Inside Track remains a primary communication channel for MTS’s 7,000-strong tyre retailer network.