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Unipart's brake promo goes hi-tech

Unipart Mechanical Repair Division is launching a new braking systems promotional programme for 2003. The campaign exploits the aftermarket's first text messaging (SMS) campaign as well as traditional customer communication channels to deliver prizes to IMT customers.

The campaign is backed by a £1m stock investment to widen its proprietary and own brand ranges.

The programme kicks off with the 'St Patrick's Day Campaign', running from 13 January until 28 February – the first in a series of eight promotions in 2003. Prizes for this initiative included a top prize of a four night break to New York to view the St Patrick's Day Parade. Each order placed by an IMT will provide a code, and the customer will then text to a special number to receive a text message win/lose response.

Ian Kenny, a business unit manager, Unipart Group of Companies, says: “Our 2003 braking campaign combines the effectiveness of new media and innovative marketing techniques that support the strongest product portfolio in the automotive aftermarket.”

The Unipart brakes campaign is available through local Brown Brothers, Partco Autoparts, Express Factors and Plunketts outlets nationwide.

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