Peavey & STIHL® Debut Custom-Shop Rock Stars in Las Vegas

February 11, 2008

LAS VEGAS — What does the number-one selling brand of concrete cut-off machine in the world do to celebrate adding another rock and metal legend to the family? Team with rock legend Peavey and celebrate like true rock stars, Vegas-style. STIHL Inc. is celebrating the launch of its new TS 410 and TS 420 STIHL Cutquik® cut-off machines—designed to cut through concrete, metal, asphalt, masonry, stone and ductile iron—with two custom-built guitars from renowned musical-instrument innovator Peavey. These twin STIHL Cutquik-inspired guitars took the stage at World of Concrete, January 22-25 in Las Vegas, and will return for ConExpo, March 11-15, where trade show attendees will have the chance to win one of the custom Peavey guitars. Designed and crafted in the award-winning Peavey Custom Shop, the custom-built Peavey guitars feature the STIHL trademarked orange-and-grey color scheme, and mimic elements of the TS 420 STIHL Cutquik—including the revolutionary new STIHL X2 air filtration system, custom gold hex nuts for the tone and volume knobs, and a chrome "diamond wheel" fitted into the guitar body. "When we first were looking for a fun way to promote a serious power tool, I have to admit, a guitar didn't immediately come to mind," said Roger Phelps, promotional communications manager for STIHL. "But our ‘rock star' theme, combined with Peavey's 43-year legacy of quality, innovation and reliability, as well as its reputation for crafting unique musical instruments, made this project really attractive. When we found out that one of the Peavey designers who worked on the design had previously used STIHL machines in construction, we knew we had a winner." The Peavey Custom Shop is a virtual, web-based design application that takes consumers step-by-step through the process of designing Peavey musical instruments to personalized specifications. Located at www.peaveycustomshop.com, it allows consumers to choose the features on their Peavey guitars, dial in virtually any color and even upload a custom JPG picture or graphic, then watch the instrument change in real time. Consumers can simply upload a JPG to the Custom Graphics portal at www.peaveycustomshop.com and Peavey will bring the design to life through the patented Art Guitar® printing process. The Peavey Custom Shop is the winner of Adobe® Systems' Site of the Day award and Best In Show at the NAMM music-products trade show. Commented Zach Phillips, editor of Music Inc and contributor to NAMM's Best In Show panel, "With the Peavey Custom Shop, Peavey has taken our culture's love of customization and adapted it to the guitar market. This is no small feat, especially considering the depth of features that Peavey lets customers tweak when building their custom guitars." STIHL® is the world's largest selling brand of chain saws and cut-off machines and produces a full line of powerful, lightweight, and versatile handheld outdoor power equipment for homeowners and professional users. STIHL products are sold through servicing power equipment retailers from coast to coast— not mass merchants. For more information or for the name of the closest STIHL retailer call toll free 1-800-GO STIHL (1-800-467-8445) or visit the STIHL Web site at www.stihlusa.com.
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