Second-year NASCAR team sponsors, Cequent Consumer Products (CCP) and its leading brand Reese Towpower, will kick off the 2012 NASCAR season Feb. 24 at Daytona International Speedway as part of Brad Keselowski’s Twitter truck at the NASCAR Camping World Truck Series.
According to a press release, Keselowski held a Twitter promotion in which fans had to Tweet the answer to a question and follow sponsors @ReeseTowpower @CooperStandard and @Keselowski for a chance to be featured on the Keselowski’s No. 19 RAM truck. The promotion gained massive appeal through Twitter with NASCAR fans and the media.
After Daytona, Reese Towpower will then have a huge weekend at the Kansas Speedway April 21-22 with sponsored teams at both the SFP 250 and the STP 400 races. Reese Towpower and Highland, a supplier of cargo management and cargo securing products, will return for a second year to sponsor 2000 NASCAR Champion driver, Bobby Labonte of JTG Daugherty Racing in the Sprint Cup Series. Labonte will drive the No. 47 Toyota Camry Reese Towpower car on April 22 at the Kansas Speedway.
“We’re looking forward to having Cequent Consumer Products brands Reese Towpower and Highland return to the No. 47 Toyota Camry at Kansas Speedway in April,” Labonte said. “CCP is a great partner of JTG Daugherty Racing and they have selected a fan-friendly track with multiple grooves and good racing to spotlight their brands with our NASCAR fans.”
Cequent Consumer Products announced it will debut a variety of new products and has increased booth space this year to showcase these innovative products at the 2011 Automotive Aftermarket Product Expo (AAPEX) Nov. 1-3 in Las Vegas.
Cequent Consumer Products is an annual exhibitor at this conference, which is the largest global products show for the automotive aftermarket industry. Cequent is a leader in towing and cargo’s management products with multiple industry leading brands and will have a prominent display at the AAPEX show in booth No. 3616, according to a news release.
The display is multi-level and will include vehicles that will be loaded with products from Cequent’s leading brands. New this year will be multiple video flat screen displays that include a brand video about Cequent Consumer and its products.
“We have made a significant investment in our AAPEX exhibit this year so that our innovative, ‘new-to-market’ products command the attention they deserve,” said Francis Bernart, vice president of marketing, Cequent Consumer Products. “This demonstrates why we continue to lead the industry in providing innovative and high quality products that meet our customer’s expectations.”
“Our booth is a must see for retail buyers and automotive industry professionals attending the AAPEX show,” said Cynthia Eubank, director of marketing and new product development. Eubank plans Cequent’s AAPEX show exhibit each year.
“Our commitment to innovation, quality, and reliability extends to our new line of Marine tie downs under a new brand, Reese PowerSports. Whether hauling a boat, wave runner, or jet ski, boaters should do so with the peace of mind that only comes with using the industry leader in cargo securing,” Eubank said. Reese PowerSports features Gunwale, Transom and Bow tie-downs.
A large focus of the booth will be interior and exterior cargo organizers. “We are adding to our extensive line of Highland On-the-Go and On-the-Go Select vehicle organizers with ‘new-to-market’ products that focus on lifestyle specific storage and organization needs. Our exciting new products will be shown in use, in one of our vehicles in the booth. We are sure people will love the new Cleanliness Caddy, Toy Center, Umbrella & Snowbrush Holder, and U-Venture Cargo Box for the rooftop just to mention a few,” said Jennifer Moore, product manager.
Reese Towpower, the most recognized of Cequent’s brands, will unveil a new to market truck rack system and new lighted hitch covers including USA flag and Skull that will be main attractions. Another primary focus will be the REESE Towpower “Tested Tough” SureLok Steering Wheel Locks that represent the latest in anti-theft technology. The various locks feature square key designs and thousands of combinations, that eliminate lock picking and key issues.
A multiple AAPEX award winning company, Cequent Consumer Products has entered the Reese Towpower Echelon – RF (Radio Frequency) Proportional Brake Controller into the 2011 New Product Showcase competition for “Best New Innovative Product.” The New product showcase is one of the most noted attractions at AAPEX – a great way to debut the Echelon- RF to the industry. “The Echelon – RF gives users the flexibility to choose and change which vehicle to pull a trailer with by just moving the control unit to another towing vehicle,” said Jerry Corless, product manager. It also eliminates having to wire a brake controller into a vehicle and drilling holes for mounting. This is the first product of its kind to be manufactured and will be available in early 2012.
With innovative new products being the theme of the booth for Cequent, Washdrops, the revolutionary No-hose, No-rinse Wash & Shine solution, will be shown. Marie Booyens, who is the director of international business, looks forward to welcoming international customers to the booth. “AAPEX is a great time to welcome international buyers and introduce them to our product lines,” said Booyens. “Expanding the reach of our products globally is one of our top priorities.”
Additionally, select products from Cequent Consumer Product’s 2011 catalogs will be on display at the booth. Product managers, sales associates and members of the management team will be at the booth to greet buyers, and to promote their product lines. The company is also running a Facebook promotion for AAPEX attendees who can enter to win $100 gift cards and autographed memorabilia from a NASCAR Champion when they “like” Reese Towpower and Highland Product on Facebook. Details are available on the Reese Towpower and Highland Product Facebook wall promotional pages called “AAPEX Fan Page.”
Cequent Consumer Products Reese Towpower and Highland announced a partnership with DKMS, the world’s largest bone marrow donor center in the world, to promote bone marrow testing awareness, according to a news release.
To mark the new relationship with the DKMS organization, Reese Towpower and Highland are donating advertising space on the No. 47 Toyota Camry, their sponsored car in numerous races during the 2011 NASCAR Sprint Cup Series season. The No. 47 is owned by JTG Daugherty Racing and is driven by 2000 NASCAR Sprint Cup Series champion Bobby Labonte. The team reached out to the Cequent brands to help a local 6-year-old girl a team member read about in the Charlotte Observer find a match for bone marrow.
The two Cequent brands generously gave DKMS space on the car for the first race at the preseason Shootout Feb. 12. The back panel of the No. 47 featured www.getswabbed.org and the picture of 6-year-old Jordan Jemsek, who was diagnosed with Acute Myeloblastic Leukemia in 2009 and whose only chance to survive is finding a bone marrow donor match.
The JTG Daugherty Racing team and Labonte took the goodwill news from Reese Towpower and Highland to Jordan and her family in the hospital. Jordan’s story received publicity and was featured on SPEED, FOXSports.com and MSN.com.
Fans rallied with outpouring support.
“Since the publicity we have been able to register over 2,000 new potential bone marrow donors from all around the US,” said Alina Suprunova, vice president of partner relations for DKMS. “We received hundreds of e-mails and many comments on our Facebook page from fans the feedback was amazing to see.”
Cequent Consumer Products was so moved by the response and wanted to do more to partner with DKMS.
“We were truly inspired by the response from fans of Bobby Labonte and NASCAR that heard Jordan’s story and stepped up to the plate to get their bone marrow tested.” said John Aleva, president, Cequent Consumer Products. “So we are stepping up by providing an advertising platform for DKMS that will reach thousands if not millions of people nationwide in the hopes to save the lives those waiting for a bone marrow match just like 6-year-old Jordan.”
Labonte and the JTG race team recently held a company bone marrow drive.
“Since spreading the word, thanks to Reese Towpower and Highland, a lot of people have ordered kits to get swabbed and so many got swabbed recently at our own race shop.” Labonte said. “It’s quite a story. My kids are 13 and 16 and it hits close to home for me because I lost a friend to leukemia not long ago.”
Reese Towpower will add the DKMS logo to the No. 47 car for the remainder of the races that Reese is a sponsor of May 29 Charlotte (on FOX), June 19 Michigan (on TNT) and Aug. 17 Pocono (on ESPN). Thousands if not millions of fans will see the Reese Tower /Highland car at the race or on TV.
Future promotions are being developed to promote the new partnership between Cequent Consumer brands and DKMS throughout the 2011 NASCAR Sprint Cup Race.