Milwaukee also intends to elevate the trades and raise the consciousness of trade careers as an option. The Red Zone Experience is being used to promote to potential students the benefits and rewards of careers in the trades using Milwaukee's Respect for the Trades message. With an average age of 47, the trades have a potential crisis in the making as tradesmen begin retiring in the next 10-15 years. Unless more students begin choosing trade careers now, there will be an acute shortage of skilled tradesmen to construct homes, business and infrastructure.

Milwaukee's Respect for the Trades theme, based on extensive contractor research, promotes the value of honest labor, the pride contractors have in their workmanship and the passion and dedication they bring to their jobs.

The tradesmen also noted that careers in the trades are a more satisfying alternative to dwindling manufacturing jobs or many jobs in the service sector.

Milwaukee recently launched a new look for their website. New to the website are 3-D product animations, product videos, radio commercials, a product comparison engine and more opportunities is designed to interact with Milwaukee tool representatives.

This nationwide tour will travel to Milwaukee distributors, vo-tech schools, union training centers, fire/rescue events, trade shows, jobsites and other events which attract tradesmen.

The Red Zone Experience will spend 2-3 weeks in each market and will be on the road 160 event-days a year.

Locations for the Red Zone Experience events will be posted on the company's website www.milwaukeetool.com under "Events".

Celebrating its 80th Anniversary, Milwaukee will also use the tour to give tradesmen a look at Milwaukee?s tools from a historical perspective. Tradesmen visiting the Red Zone Experience will also have an opportunity to enter the Heavy Duty Outdoors Adventure Sweepstakes for a chance to win a hunting or fishing trip of a lifetime and sign up for Milwaukee's popular Heavy Duty Club.

The Milwaukee Red Zone Experience was designed, manufactured and is operated by Spevco, Inc., a leading mobile marketing company specializing in creating brand experiences.

For more information on Milwaukee's Red Zone Experience, contact Milwaukee Electric Tool Corporation, 13135 West Lisbon Road, Brookfield, WI 53005; toll free 1-800-SAWDUST (729-3878). Milwaukee Electric Tool Corporation, a company within the Atlas Copco Group, is a leading producer and seller of heavy-duty portable electric tools and accessories. More information is available on the company?s website: www.milwaukeetool.com

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