Kumho Tyres recently acquired a front-row seat – for its advertising hoardings – at a high profile football match between Serie A teams Parma and Inter. The 220-metre electronic boards circumnavigated the pitch periodically displaying panels showing images advertising Kumho Tyres.
Blitz Rotary, who claim to be European leaders in truck lifting technology, are exhibiting at April's CV Show, at the NEC. The company employs the most modern methods of manufacture including fully automatic production facilities featuring welding robots; this results in a very high number of consistently accurate and high quality components being produced in-house.
Hankook has returned to New York's Times Square. Once again the South Korean-based tyre maker has secured billboards in one of the most famous adversity locations in the world. The latest banner, presented once again in the form of the successful Ventus V12 evo high-performance tyre, is on the facade of the Marriott Marquis Hotel and is designed to “impress millions of visitors” this time for a whole year. Hankook says it is aiming to reinforce and develop its brand profile and image with the latest campaign.
The third phase of Michelin’s current UK advertising campaign got underway on March 14, and this time round the focus is on longevity. Retaining the campaign’s strap line of “the right tyre changes everything,” the latest ads feature Bibendum – otherwise known as the Michelin Man – defeating a ‘wearing’ road by providing motorists with longer-lasting tyres. Once again, the campaign will include a mix of television commercials, print media ads, outdoor posters and online banners.
The burghers of 37 European cities are the target audience for Vredestein’s largest ever billboard campaign. To coincide with the opening of the Geneva Autosalon, the Dutch brand has taken a total of 10,156 square metres of advertising space in prime locations.
Bridgestone has appointed Andy Dingley, previously Bridgestone UK’s advertising and promotions manager, as communications manager. Dingley will reportedly use his 16 years experience in the tyre industry to build the strategic communications campaigns, focusing on public relations, brand, corporate and crisis communications, online activity and consumer shows. The move brings all product groups together for the first time and follows a recent restructuring of the senior sales and marketing team at Bridgestone North Europe. Dingley will focus on boosting the company’s visibility in the UK whilst helping to promote the business’ success across the whole North region.
In the US, Kumho Tires has signed sponsorship agreements with the NBA basketball teams Los Angeles Lakers and Miami Heat. Both contracts extend through to the 2012 season and cover perimeter advertising at both teams’ home grounds, advertising space on video monitors plus joint autograph signing sessions with players.
The recession of 2009 is fast becoming little more than an unpleasant memory and companies within the tyre industry are looking forward to a good and profitable 2011. Many are already preparing for this by investing in advertising for the coming year. Tyres & Accessories’ sister publication, Neue Reifenzeitung, is sent to German-speaking tyre industry professionals and thus provides an ideal platform for those wishing to maintain and expand market share in the important Central European region.
On November 11 Continental Tyres launched its first in-app video advertising campaign, delivering content to iPhone users. The campaign, which promotes Continental’s winter tyre line-up, operates on the ‘Yoc Ad Plus’ rich media advertising platform and enables video to be viewed within the app without redirecting to third party sites.
Hankook Tire, reportedly the world's fastest growing tire company, has unveiled a tyre-shaped building wrap that stretches across the New York Marriott Marquis hotel in the world-famous Times Square.
"This is another example of our commitment to raise the premium profile of Hankook Tire brand in North America," said Soo Il Lee, president of Hankook Tire America Corp. "As the quality and performance of Hankook tyres continues to be the foundation of our sales success, we must intensify our effort to attract even more new consumers to consider Hankook Tire brand. We see this as a unique opportunity to do just that. This billboard will generate millions of brand impressions in a short period of time and associates Hankook Tire with some of the most popular consumer brands in the world."
Kumho Tire is betting that its new advertising campaign will help improve its image among consumers in South Korea. Thus far, the company said, the new softer, non-product focused ads have received positive reaction from consumers and the market.
Bridgestone’s Battlax BT-023 tyre has been voted “the best sports-touring all-rounder” by Bike magazine six months after its launch. Bike, Britain’s best-selling motorcycle magazine, fitted sport-touring tyres from many leading manufacturers to its fleet of bikes and compared them, with Bridgestone coming out on top.
Consumers in the US are being treated to the third offering in Michelin’s “The Right Tire Changes Everything” global advertising campaign. This latest instalment focuses on the importance of long-wearing tyres. As usual, the advertisements feature Bibendum the Michelin Man; this time, Bib appears in an animated world where the inhabitants face the challenges brought on by failing to use Michelin tyres. This US campaign centres on Michelin’s HydroEdge range.
Bibendum, better known as the Michelin Man, can effortlessly wage colossal battles against evil fuel pumps to rescue motorists from high prices – but he appears to have found his kryptonite in the form of the Advertising Standards Authority. Following 15 complaints over its advertised claim that the EnergySaver tyre could save up to 80 litres of fuel, Michelin has accepted the ASA ruling that it must change the wording of its television commercial when wishing to continue with the “right tyre changes everything” campaign.
As of 2011, tyre supply to the FIA World Rally Championship is will be open to any tyre manufacturer. On June 23 the FIA gave public notice that the regulations covering tyre supply have been amended to “control costs”. These altered regulations will be presented to the World Motor Sport Council for a fax vote before July 20. The FIA Junior World Rally Championship will, however, continue with a single tyre supplier.
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