Marangoni: PR Programme Boosted Consumer Brand Awareness

Marangoni reports that the increase in consumer brand awareness the company experienced in 2007 has “exceeded all expectations,” delivering the Italian tyre brand’s highest UK profile to date. “While this has been a tremendous achievement, there will be no resting on our laurels and in 2008 we will be concentrating greater effort into this area which is a key aspect of our brand strategy,” said Derek Carruthers, Marangoni (Car Tyre Division) Sales & Marketing Director.

The Marangoni campaign was led by the Italian manufacturer’s involvement in Progetto Marangoni, a project to create “the hottest Toyota Yaris ever” in partnership with Redline magazine. According to Marangoni, this not only kept the Marangoni Mythos tyres chosen for the project car in readers’ minds, but also created substantial brand awareness and a strong perception of Marangoni as a high quality high performance product. Throughout the duration of Progetto Marangoni, continuing trade-orientated promotion highlighted the involvement and increasing profile of Marangoni Intelligence Centres and retailers.

Continued Derek Carruthers, “The undoubted success of the PR programme in 2007 is the result of effective communication to all our audiences. Until Progetto Marangoni, we enjoyed minimal brand awareness in the lucrative and influential tuning market – now Marangoni is becoming recognised as a brand that meets the high expectations of performance drivers. While trade and consumer communication has been only one aspect of our marketing and promotional campaign it has proved a vital element in building the brand here in the UK.”