Driving success

Last week Micheldever Tyre Services (MTS), the UK’s second largest distributor of tyres announced its sale to Sumitomo Rubber Industries (SRI) in a deal worth £215m.

The transaction will see SRI, the sixth largest tyre manufacturer in the world, purchase Micheldever Group, which owns MTS and its retail brand Protyre, from private equity firm Graphite Capital.

In the ten years since Graphite Capital initial investment in MTS, it’s turnover has increased from £150m to £320m.

During this time, rhc have produced a range of creative marketing campaigns – involving some of the largest tyre manufacturers in the world including: Michelin, Bridgestone, Dunlop, Goodyear, Falken, Continental, Kumho and General Tire – through a range of geo-targeted DM, Press Advertising, PoS and Consumer Promotions.

rhc were responsible for developing a broad range of powerful marketing collateral, aimed at building MTS and Protyre brand reputation via national, regional and specialist press publications. Reinforcing the Protyre brand promise ‘The Best Service and Best Price, Guaranteed.’

Sources: City AM, the Guardian and Tyrepress