Britax launch new Explora STS with military precision

Published: 01 October, 2007

Britax, Europe's leading car seat manufacturer has conducted it biggest ever training blitz on the UK market. During August over 1000 stores were trained nation wide by their team of car seat fitting experts on the fantastic features of the new Explora STS seat. The unique patented system allows the shell to be tilted forward for easy access to the belt path and then automatically tensions the seat when closed.

The team dressed in their SAS play on word TShirts were tasked to visit retailers nationwide to show retail staff this unique and simple to operate safety feature and to add some fantastic new hologram style point of sale material that shows the seat opening and closing.

Luke Burns, UK Commercial Director said: The new Explora STS is so innovative and easy to use, we just had to get out there and shout about it, some of the feedback from stores has been incredible, the ease of securely tensioning the seat for maximum safety is proving very popular.

Supported with a national press advertising campaign delivering over 5 million impressions.

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