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News
Chicago Pneumatic to get a ‘Carisma’ boost
Chicago Pneumatic Vehicle Service in the UK has signed a deal with Carisma Body Tech to provide all the pneumatic tooling on the upcoming series of MTV’s Pimp My Ride UK. Carisma Body Tech are the Body Shop that supply the ‘pimping’ and Chicago Pneumatic have become their official supplier of air tools for use on the show.
Pimp my ride is the fast paced all action show where old used cars receive a full makeover and overhaul and are turned into stylish fashion icons. The popularity of the show continues to grow and is currently MTV’s most watched production pulling in 4.2 million viewers on the MTV Network Channels along with a further 6.7 million viewers on Channel 5.
“This is a tremendous commercial opportunity for both companies” commented Jan Bath the communications manager for CP UK who signed and brokered the deal. “The show knew all about the quality and heritage of Chicago Pneumatic tools and that is why we were their first choice when it came to supplying products for the show. They approached us at a recent UK exhibition which once again highlights the value there is in participating in these events”
The appointment as official air tools supplier will ensure that there will be many opportunities for our ‘end users’ to see these tools in action, and create tremendous end user awareness and demand.
Chicago Pneumatic will benefit from product placement, credits at the end of each episode and a link to our website from mtv.co.uk/pimp “respect” page which averages 5.5 million hits per month along with a company listing on the website ‘tech spec’ which lists what’s been built into the cars. CP also has the rights to use of the Pimp my Ride Logo on our website together with the term ‘as seen on Pimp My Ride UK’
“This is another element we have added to the brand which makes its commercial attractiveness grow and grow” commented Paul Humphreys, Divisional Communications Manager for Chicago Pneumatic. “This deal along with the success with Rich Evans in the USA and the world touring car sponsorship program means our brand will be exposed on live mainstream television regularly and the fit with our target audience is perfect”
The third series of pimp my ride starts Easter Sunday on UK MTV.
Have you got a newsflash you would like to share with the Vehicle Service communications team ? Please contact paul. humphreys@cp.com
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