Conti Appoints New PR Firm for World Cup Tyre Campaign

Continental has negotiated a deal reportedly worth six figures with Inside Media for consumer PR in the UK, selecting the firm after pitches from five companies. PR Week’s Chloe Markowicz reports that the German manufacturer has given Inside Media a UK brief that will include the promotion of the brand’s safety message and its involvement in the 2010 FIFA World Cup in South Africa. The commercial vehicles side of the business will still be related in the media by Conti’s existing agency Automotive PR and motoring PR will be processed in-house.

The major focus is said to be in publications outside the sphere of the traditional motoring press, with the more generalised lifestyle media specifically in the frame. Continental’s communications manager Laura Hardy told Tyrepress.com, “Inside Media are working to increase our press coverage outside of the motoring pages. A lot of drivers don’t read the traditional motoring media but we still want to take the Continental brand name and our safety message to them, that’s why we’ve chosen Inside Media who are specialize in national press and lifestyle media coverage.”