Redline Completes Progetto Marangoni

After six months of hard work, this summer saw Redline complete is Progetto Marangoni project car. The magazine t translated readers’ ideas into “the coolest, meanest and quickest Toyota Yaris ever.” Back in Japan its designers could never have envisaged the transformation from a daily commuter car to a fire-breather.

Progetto Marangoni represents a unique first for the Italian tyre manufacturer and top tuning magazine Redline. Said Derek Carruthers, Marangoni (Car Tyre Division) Sales & Marketing Director: “We decided to adopt a totally new route to reach the young tuning market, which is such a feature of today’s motoring scene. Linking with Redline magazine whose target market this is, has proved to be a success that has surprised both Redline and ourselves. Such a unique media/tyre company partnership has caught everyone’s imagination. For Marangoni it is proving a fantastic opportunity to communicate our message to what is a new, demanding and highly influential market, while for Redline it dramatically shifts their highly regarded project car programme to a new and elevated platform.

“What has made Progetto Marangoni truly extraordinary is the unprecedented involvement from Redline readers, who were offered the unique opportunity to design the latest of the magazine’s project cars, has resulted in one of the highest-profile editorial features ever seen in the specialist motoring press. From Marangoni’s standpoint the massive exposure in Redline magazine has boosted brand recognition significantly, which is and will continue to be, a huge boost to Marangoni Intelligence Centres”.

Commented Greg Graham, Marangoni Brand Manager (Car Tyre Division): “Progetto Marangoni demonstrates the practical commercial support that Marangoni is delivering to the Independent Tyre Retailer. The project has also shown Marangoni in positive associations with major high quality brands and suppliers including Milltek, Agip, Tein, Kenwood ICE and Momo which can only result in increased consumer brand acceptance.”

The media exposure for Progetto Marangoni has included Marangoni-branded Double Page Spreads in Redline magazine from June 2006 through to October 2007, including the Yaris being the front cover car in the September 2007 issue.

E-media has also been utilised extensively, with web exposure on Redlinemag.com, marangonityre.co.uk, fastcar.co.uk and many tuning forums. Additionally since January 2007 there has been a ‘Text to Win’ promotion. Simply by texting MYTHOS to 88800, consumers have the opportunity of winning the Yaris. Should they enter at any event, there is also the opportunity of instant-win prizes, including a full set of Marangoni tyres.