Marangoni Targets Tuners With Progetto Marangoni - Tire Review Magazine

Marangoni Targets Tuners With Progetto Marangoni

(Clacton, U.K./Tyres & Accessories) Marangoni are pitching their Mythos UHP tyres directly into the hot performance market with a unique media project partnered by top tuning magazine Redline.

Progetto Marangoni is the name of the project for a radical, no-holds-barred makeover of a Toyota Yaris, shod with Marangoni rubber. The Yaris will sport a mid-engined 300bhp Toyota MR2 Turbo – and that’s just the start.

Redline readers will get to play a key role, with the wildest flights of fancy not only welcome but likely to become reality. Carbon fibre, big wheels and ultra-cool bodykit are just the start – the rest is down to Redline readers’ styling imagination in this competition with a difference.

The winning Redline reader will see their visionary ideas come to life and be the first behind the wheel of this hottest-ever Yaris. The car will also be featured on a Spring 2007 front cover and there’s a whisper that it might even become the ultimate competition prize!

Said Derek Carruthers, Marangoni Car Tyres division global sales and marketing director, "This project will be absolutely key for Marangoni, pitching the brand centre-stage in the hot tuning market. There will be huge media interest – and we will ensure that performing Marangoni stockists throughout the U.K. have the opportunity to take full advantage of this unique marketing tool. This is the first competition of its kind undertaken by Redline magazine and the reader, and trade interest is going to be colossal. It’s a unique opportunity to position Marangoni as one of the leading European tyre manufacturers and we will be constantly communicating the brand’s Italian performance heritage."

Progetto Marangoni will generate masses of editorial coverage in Redline magazine between August 2006 and September 2007, ensuring huge brand recognition. Allied to this is massive ongoing press and PR promotion, which is already achieving considerable success at consumer level.

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