Federal Initiates its Very First Campaign as Official Sponsor of Summernats 2011 in Canberra, Australia
Summernats 2011 was an automotive exhibition in Australia that saw Federal Tyres become an official naming sponsor for the first time in its long history. The precision driving event at Canberra Showgrounds is a motorkhana style grass event where courses are set up with varying degrees of difficulty. It tests different aspects of both the car and driver to see who can better accelerate, turn, brake and maneuver their way through the course in the quickest way possible.

There was also a participation in the grand parade on Sunday, where Federal Tyres and the brand have enjoyed resounding success through the entire Exhibition Park Complex as well as in front of a full grand stand. Not only the event saw good signage exposure around the course, many promotional items with premium quality on display such as hats, can coolers, plush toys, stickers and brochures were also handing out to capitalize our brand awareness to maximum.

“National Tyre Wholesalers and Federal Tyres have gone together in response to a massive increase in the number of shoddy tuning products entering the Australian markets. Our campaign in motorsports for this year is intended to help develop a better rapport between police and the tuning fraternity. Federal’s sponsorship of the event as well as the very well positioned site gave the Federal brand exceptional exposure to spectators and entrants alike. Taking part in the precision driving event is a great opportunity to demonstrate the performance and capability of Federal’s motorsports products.” according to Mick Hart, NSW & ACT Marketing Coordinator of NTW.

Novel ideas would consist of a dB meter to measure exhaust noise as cruisers stop to rev their vehicles and see who has the loudest results, and it drew monster crowds. Visitors to our stand were generally surprised to see the size and variety in the range of Federal Tyres. Corporate interest generated from the event was numerous as we have received enquiries from race teams and business traders from every Australian state and territory including Tasmania.

Overall, it was very nice to see our brand presence and represented with the top influentials in every category. We were proudly to be involved in the automotive aftermarket like this, and will partner with individuals, car clubs and businesses as they organize car cruises, club gatherings and other educational initiatives in future to celebrate the special day in one of the biggest automotive event of the year.