Two West Yorkshire firms have played a key role in developing an annual road safety awareness campaign for international tyre giant Michelin.

Cleckheaton design and display agency Leading Edge and Dewsbury compressed air company Cages worked together to design, manufacture and fit an on-board tyre inflation system and promotional display material for Michelin UK.

They will be used in a touring event around the UK and Ireland that offers drivers free tyre pressure checks and promotes the value of correct tyre pressures.

The roadshow encourages motorists to ensure their tyre pressures are correct in order to improve safety.

It also highlights the environmental benefits of correct tyre pressures, which help cut fuel consumption and reduce Co2 emissions.

Matthew Evans, managing director of Leading Edge, said: “When we heard that we had won the Michelin contract, we were obviously delighted we could impress such a famous name like Michelin with our ideas.

“We were able to excite the team at Michelin with some dazzling ideas involving bespoke display materials and some innovative vehicle branding ideas.”