By Denna Bowman
Kumho tyres has been honoured on an unprecedented scale for its work with Manchester United at one of footballs top regional awards.
The South Korean tyres manufacturer and the Premiership football club were presented with a ‘Special Commendation’ award in the ‘Best Club Sponsorship’ category for their ‘Play Safer’ scheme at the prestigious Northwest Football Awards 2010.
‘Play Safer’ is a unique initiative that uses football skills, such as awareness, vision and control, to teach young kids about road safety and is backed by Greater Manchester Police.
Following an action-packed launch day earlier this year at Old Trafford, visited by thousands of children and parents, the scheme is being progressively rolled out to primary schools across the North West with over 1,800 children taking part so far.
The scheme is seen as a major success for Kumho and Manchester United and is being supported by substantial web and PR activity, even being featured on BBC news.
Visitors from 75 countries have accessed the joint-branded website and downloaded the road safety cards, while some 37,500 people were exposed to Kumho’s positive community action on the launch day.
Manchester Online gave 58 million opportunities to view the campaign and visits to the Kumho Tyres website achieved 162% growth.
John Thrupp, marketing director of Kumho Tyre UK, said the company believes that ‘Play Safer’ will show the world that it is about more than making tyres.
He said, “We want to be seen as a responsible citizen, connecting with consumers and improving perceptions within the community, helping us to raise awareness and drive future sales.
“We’re thrilled to have won this prestigious award and to have been able to use our sponsorship of Manchester United in this valuable way.”