National Tyres and Autocare, a tyre and automotive parts retailer, is currently under the ownership of Halfords. With a workforce comprising approximately 1,200 employees and over 1,000 tyre fitters and Autocare technicians, the company operates through 300+ tyre centres and mobile vehicles across the UK.

Campaign Highlights

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The Brief

Initially engaged in February 2020 for technical consultancy and onsite content, our collaboration with National Tyres was interrupted by the onset of Covid-19, leading to a temporary pause in activities.

However, we resumed our partnership in September 2021, pivoting towards Digital PR and content marketing initiatives. With a renewed focus on link-building, National Tyres aimed to amplify awareness of its primary services among a broader audience.

Our Approach

Drawing on our deep understanding of the automotive sector, we devised a strategy that focused on creating PR-driven content that would be both informative and distinct, aiming to expand the brand’s reach and enhance awareness, two key objectives for National Tyres.

1.

Recognising the potential for content saturation in the automotive industry, our content creation approach prioritised content that was relatable, timely, relevant, and share-worthy.

2.

To maximize coverage and present the brand in a compelling manner, our digital PR strategy emphasised the development of well-researched, easily digestible pieces that would capture public interest.

3.

Our target publications ranged from regional outlets such as JPI Media and Reach PLC groups to national platforms like The Sun, Daily Record, and the Express, as well as relevant and authoritative automotive publications.

We expected good results. What we got were great results. The UpShift team have been interested in our business from the start and we’ve been really impressed with the work and professionalism of the team. They’re extremely flexible and their knowledge and communication are second to none.

Michael Bourne, Group Marketing Director National Tyres

An Impressive Grid

Our business has a track record of generating outstanding results for automotive brands spanning back to 2014, with previous and current clients including some of the industry’s leading dealerships, leasing brokers, and manufacturers.

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