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Reese Towpower and Highland Partner With DKMS

04-Mar-2011

 

REESE TOWPOWER AND HIGHLAND PARTNER WITH DKMS TO CONTINUE REGISTERING BONE MARROW DONORS TO SAVE LIVES
BRANDS GIVE DKMS MORE AD SPACE IN MULTIPLE RACES ON THE SPONSORED NO. 47 TOYOTA CAMRY IN THE 2011 NASCAR SPRINT CUP SERIES

FOR IMMEDIATE RELEASE

SOLON, Ohio (March 4, 2011) -Cequent Consumer Brands, Reese Towpower® and HIGHLAND® announce a partnership with DKMS, the world's largest bone marrow donor center in the world to promote bone marrow testing awareness. To celebrate 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 six-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 February 12th. The back panel of the No. 47 featured http://www.getswabbed.org/ and the picture of six-year-old Jordan Jemsek, who was diagnosed with Acute Myeloblastic Leukemia in 2009 and who's only chance to survive is finding a bone marrow donor match.

The JTG Daugherty Racing team and Labonte took the good will 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, VP of Partner Relations for DKMS. "We received hundreds of emails 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 six-year-old Jordan."

Bobby 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 August 7 Pocono (on ESPN). Thousands if not millions of fans will see the Reese Towepower /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.

About Cequent Consumer Products
Cequent Consumer Products, Inc. is the industry's leading designer, manufacturer and marketer of innovative consumer goods and automotive aftermarket products. For more than 85 years, Cequent Consumer Products has produced some of the most dependable products in the market today including superior-quality towing and hitch systems, trailer components and accessories, wiring, lighting and brake systems, cargo securing, cargo carrying, rack systems, as well as household and industrial brooms and brushes. Our established brands are sold through leading automotive retailers nationwide. Our brands are leaders in the industry and include: Reese Towpower, Reese Carry Power, Reese PowerSports, Highland, Rola, Fulton, Bulldog and Laitner. Cequent Consumer Products is part of the Cequent North America business unit of TriMas Corporation headquartered in Bloomfield Hills, Michigan. Visit http://www.cequentconsumerproducts.com

ABOUT DKMS www.GetSwabbed.org

 

Cequent Consumer Products Contact:
Shannon Ketvertes
sketvertes@cequentgroup.com
440-519-8066                                                                 
                                                               

  

                                                                                                                 
                                                               29000-2 Aurora Rd. · Solon, OH· 44139 · www.CequentConsumerProducts.com


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