Innovative engineering company AM Bromley had developed a tyre pressure monitoring system (TMS) for the offroad tyre market. The products are mainly used on the large scale mineral extraction and construction machines with tyres in the region of 64" in diameter.

The company had already had successful sales in a number of UK locations and a very fruitful contract in South America but wanted to leverage the positive news by driving a pr campaign within their key media.

The timing was perfect as the company had booked a joint stand at Hillhead 2010, the largest exhibition of its type in the UK and situated in a large redundant quarry near Buxton, Derbyshire. AM Bromley and their UK distributor for TMs, Earthmover Tyres, booked a small stand in the registration tent and planned their exhibition.

We took the opportunity to drive a press launch at the show and bring as many key editors to the stand to see TMS and understand how Earthmover Tyres used it to save mine operators tens of thousands of pounds in damaged and worn out tyres.

The results speak for themselves, from a target of eight editors, six attended the show and came to the stand. The other two had information sent onto them at their request and the news has been picked up by two magazines with four more offering a full feature on the benefits of tyre pressure monitoring.