WASHINGTON — The Rubber Manufacturers Association (RMA) has announced that participation in the third annual National Tire Safety Week has doubled this year, with more than 8,000 tire retail stores participating. As part of the campaign, tire retailers will distribute “Be Tire Smart” brochures produced by RMA.
National Tire Safety Week, an initiative of RMA’s “Be Tire Smart – Play Your PART” consumer tire care education program, takes place April 25-May 1.
Dan Zielinksi, RMA vice president of communications, said growth of the program has exceed the association’s expectations.
“We expect to distribute over 3.5 million “Be Tire Smart” brochures to more than 8,000 tire retail outlets this year,” said Zielinksi. “Last year, RMA distributed materials to outfit about 4,000 stores. Additionally, a number of tire dealers have shared with us their plans to incorporate the week into their advertising and promotion schedules as well as to conduct tire pressure check lanes.”
RMA is planning to co-host four tire safety events prior to and during National Tire Safety Week. Several state governors have issued proclamations in support of National Tire Safety Week: Maryland, Ohio, Pennsylvania, Connecticut, Wisconsin and Nebraska. Additionally, other RMA partners have sought proclamations from home-state governors and cities. A number of state highway safety agencies have offered to include tire safety messages in their overall safety advocacy efforts including Arizona, Oklahoma, Pennsylvania and Texas.
A version of National Tire Safety Week also will be held in Canada where the Rubber Association of Canada will cosponsor “Be Tire Smart” week.
To help tire dealers participate in National Tire Safety Week, RMA worked with the Tire Industry Association (TIA) and several state tire dealer associations to communicate the availability of free RMA “Be Tire Smart” materials. Dealers could fax or sign up for materials on RMA’s web site. Additionally, RMA prepared a CD-ROM with ideas, tips and materials to help dealers participate in the “Be Tire Smart” program.
“Tire dealers are the backbone of our program,” Zielinski said. “They have direct contact with consumers on a daily basis and they have the knowledge to help consumers understand the importance of proper tire care and maintenance. TIA played a major role in expanding our outreach at the SEMA show and by urging their members to sign up for RMA materials.”
Zielinski added that RMA will be conducting national media outreach to release the results of a 2004 consumer survey of tire care and maintenance knowledge. RMA has conducted similar surveys over the past three years.
RMA spokespersons also will be conducting a radio media tour during National Tire Safety Week and will be distributing a video package to television news stations across the nation. To add value to the video package, RMA has recruited a number of tire dealers to serve as local spokespersons.
Tire retailers participating in RMA’s Be Tire Smart program and National Tire Safety Week include: Belle Tire, Best One Tires, Big 10 Tires, Big O Tires, Costco, Discount Tire Company, Firestone, Goodyear, Kaufmann Tire, Les Schwab, Merchants, NTB, Peerless Tyre, Pep Boys, Sears, STS, Sullivan Tire, Tire Centers, LLC, Tire Factory, Tire Kingdom, Town Fair Tire and VIP.
The Be Tire Smart – Play Your PART program is funded by the tire manufacturer members of RMA: Bridgestone Americas Holding, Inc., Continental Tire North America, Cooper Tire and Rubber Co., Goodyear Tire and Rubber Co., Michelin North America, Pirelli Tire North America and Yokohama Tire Corp.
For more information about RMA, go to: www.rma.org.
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