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100 Years of adventure

Developing an activation strategy to promote General Tire’s centenary – and position Micheldever Tyre Services as the ‘champion’ of independent tyre dealerships.


On top of communicating the General Tire brand and its key messages, Micheldever Tyre Services was looking to significantly strengthen its working relationship with a select group of independent tyre dealers operating across England, Scotland and Wales.


By developing the 100 Years of Adventure roadshow, a cross-country tour that visited independent dealerships, our strategic team provided the perfect vehicle for positioning Micheldever Tyre Services as the champion of independents.

Arriving in a General Tire-liveried Range Rover Sport and Land Rover Discovery, the activity showcased the brand’s ‘Anywhere is possible’ message, along with its reputation for manufacturing tough, reliable, high-performance tyres.

In addition came the inspired inclusion of an extra ‘feel-good’ element… collecting donations for the Children’s Air Ambulance – the UK’s only national helicopter service dedicated to transporting critically ill children to the specialist treatment they need.



raised for the Children’s Air Ambulance


national and regional press articles highlighting key messages of Micheldever and General Tires, well in excess of target


Happy client and annualised event! The roadshow has continued to roll, with a whole host of new dealers benefiting from the activity

Being alive to...

…an experiential idea that would literally drive home General Tire’s key brand messages. Along the way it successfully positioned Micheldever Tyre Services as the trusted partner of independent tyre dealerships, raised awareness, encouraged growth and identified the brand as a generous supporter of worthy causes.

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