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Challenge IRWIN 2011 - Use the Best - Be the Best
IRWIN Tools is launching ‘CHALLENGE IRWIN’, its biggest ever campaign to engage both merchants and their customers, which will see hundreds of users win everything from IRWIN tool kits to a fantastic Nissan 370Z Sports Car
Under the strapline 'Use The Best, Be The Best”, the competition will launch at Toolfair Harrogate on 10th March 2011, with IRWIN challenging trade professionals to try their latest and greatest tools for a chance to win big prizes, before going on to incorporate more than 50 events at builders merchants and trade shows across the UK.
The CHALLENGE IRWIN team will be on hand at each event, giving visitors the chance to get 'hands-on' by trialling some of IRWIN's most popular and innovative hand tools and power tool accessories, such as the new EVO Universal handsaw, the Blue Groove Power drill bit or the Quick-Grip XP one-handed-bar-clamp, at specially constructed workstations and demo areas.
Each event will also feature a set of unbeatable 'one-day-only-offers' on products, while those who wish to take it to the next level can take part in a series of challenges on each tool. These are designed to show off the product benefits by focusing on speed and accuracy, while also putting the skills of the tradesman to the test. The winner of each tool challenge at each event will win a £100 IRWIN Tool Kit, with contestants' scores for each Challenge being recorded and available to view at www.challengeirwin.com. The overall event day champion will then go on to take part in the CHALLENGE IRWIN finals at Toolfair Sandown in November 2011 – where they will go head to head in an unseen challenge to win a fantastic Nissan NV200 SE Van worth over £15,000 filled with £10,000 worth of IRWIN Tools.
Running alongside this will be a major promotion to drive sales for a more sustained period, where every IRWIN tool purchased on the retailer event day and for a period beyond this will result in the individual being entered into a prize draw. One customer from every merchant taking part will win £500 worth of IRWIN Tools, while one lucky customer from all the entries during the promotion will win an amazing Nissan 370Z sports car worth over £30,000.
Building on the success of the IRWIN Tools 'Ultimate Tradesman Challenge', which saw more than 8,000 tradesmen compete in a nationwide competition over the past two years, the 2011 campaign promises to engage more merchants and customers than ever before.
IRWIN's Senior Channel Marketing Manager Paul Jakeway said: “We have drawn on the success of the Ultimate Tradesman Challenge to create a new promotion that offers more for merchants and customers alike. There are more challenges to appeal to a wider audience across multiple trades, there are more prizes on offer for customers of each merchant and more chances to win.
“We're confident that our products are the best available on the market and help enable our tradesmen to be the best at what they do. CHALLENGE IRWIN will be very popular in driving trial of tools and purchase of product, whilst focusing on long term sell-out support for our merchant partners whilst at the same time elevating the role of tradesmen.”