Atturo speeds into 'Truck U' show

BLAND, Mo. (March 22, 2013) — Private brander Atturo Tire Corp. has launched a consumer media campaign as a sponsor of the Speed Channel's popular "Truck U" program.

Atturo-brand tires will be featured in three episodes as the TV show's principals modify a variety of vehicles. Truck U is a how-to show dedicated exclusively to trucks, 4x4s and SUVs, Atturo said. The show features monster-truck expert Matt Steele and mechanic Bruno Massel involved in hands-on projects crucial to serious off-roading and truck performance.

Atturo also will be a segment sponsor in a further six episodes, with Atturo-branded signage featured on the set, the company said. Episodes are set to air multiple times over the premium summer months.

"Atturo is reaching out directly to the consumer with a dedicated message that quality performance tires are available at affordable prices," the company said. "Atturo is staking claim to the market segment above no-name Chinese products and mid-tier brands. By developing a mix of original equipment and aftermarket sizes with quality construction backed by a three-year warranty, the Atturo brand delivers performance within reach."

The tire marketer's AZ800 will be featured in the first Truck U episode that's scheduled to air at 10:30 a.m. ET on Saturday, April 6. Subsequent episodes will include Atturo's Trail Blade M/T light-truck tire.

"As a niche brand dedicated to the SUV/4x4 segment, Atturo is a natural fit for the Truck U audience," Atturo said.

According to the SPEED Channel website, Truck U is in its fourth season on the network. The show promotes itself as helping "you take your truck to an entirely new level of appearance and performance. It's the ultimate how-to program for truck lovers."