Retail franchise network HiQ is using its marketing capabilities on a national level to emphasise “local service” this year, and one franchisee is using a poster campaign featuring staff working in his four Cornwall HiQ fast fit centres. Justin Roberton is unveiling posters advertising his stores in Truro, Bodmin, Helston and St Austell courtesy of the new marketing materials, which places his staff at the heart of his business.
Last year the Pirelli Group, in order to establish a lasting record of the company’s activities and the role it has played in Italy’s social and entrepreneurial history, established the Pirelli Foundation. On April 14, 2010 the company presented the Foundation and opened its Historic Archives, which it describes as being the Foundation’s “heart”, to the city of Milan. The presentation ceremony took place in the presence of Pirelli chairman Marco Tronchetti Provera; deputy chairman Alberto Pirelli; honorary chairwoman of the Foundation Cecilia Pirelli; and Foundation director Antonio Calabrò. All the materials kept in the archives, which since 1972 have been under Archival Superintendency protection due to their historic importance, are now available to students, researchers and members of the public.
Before Baywatch and a questionable singing career, David Hasselhoff was best known as Michael Knight, the character he played in the early 1980s US series Knight Rider. Yet – and while we don’t wish to hassle the Hoff – the real star of the show was KITT, knight’s intelligent Pontiac Trans Am. This black car is fondly remembered by many who grew up in the 80s, and more than a few people will be thrilled to hear that KITT is making its television comeback in an advertising campaign for Kwik-Fit.
Started in 2000 by owner and president, Carl Koester, the TireJobs Company is a US tyre industry specific web- based employment referral service. Given the strapline, “Real Tire Jobs for Real Tire People”, Koester predicts that there will be a huge shuffle of employees as soon as the economy improves. He advises companies, “start working on their bench strength now before the talent is no longer available.”
A cooperation between Vredestein and car manufacturer Arden has been signed by Apollo Vredestein CEO Rob Oudshoorn and Arden’s Jochen Arden. Through the agreement, Vredestein reports it has now found a partner in Arden for modified vehicles from the premium Jaguar, Bentley and Range Rover and Mini brands.
In January this year, online tyre retailer continued its strategy of merging traditional and online marketing methods by delivering promotional material to 20 Tesco Petrol Stations around the UK. According to the e-tailer’s website, the company’ s communications and promotion manager covered over 1000 miles in five days, visiting selected Tesco stores. His objective was to introduce the company to Tesco Staff, while delivering A5 fliers, putting up posters and checking air pump advertising fascias which had been put up the previous week.
Goodyear Dunlop Tires North America has appointed Christine Moore its new director of Marketing. In her new position, Moore will be responsible for managing all marketing related business for the Dunlop motorcycle and ATV tyre business unit, including brand strategy, advertising, product marketing consumer services and public relations. Moore will report to Joe Rosen, chairman and president of Goodyear Dunlop Tires North America.
R4 Ltd recently launched its first advertising campaign focusing on its environmental services to local businesses and organisations in the Northern Ireland area. According to the company, the campaign debuted on local radio station, with the focus being on how R4’s services make it easier for companies to recycle their vehicle tyres and catalytic converters. R4’s first foray into radio advertising, was produced by a team at the Brownlow Youth Project radio station Xtreme FM.
Tyrepress.com has today published the joint media information pack between the tyre trade’s number one website and its most popular magazine: Tyres & Accessories. The pack includes advertising rates, subscription information, a full features list for 2010 and full contact details for the company. The eBrochure is published electronically and can be accessed in full screen by clicking the front cover at www.tyrepress.com/media.html. Tyres & Accessories has been published electronically since August 2009 on the new tyrepress.com website. It is available to all subscribers, up to the January 2010 issue.
Once again, Bridgestone Americas Tire Operations plans to grab the attention of viewers of Super Bowl XLIV, which airs 7 February on CBS from Dolphin Stadium in Miami, Florida, reports Tire Review. BATO will unveil two new Bridgestone brand tyre commercials during the game, in addition to the brand serving as the title sponsor of the Super Bowl XLIV Halftime Show featuring The Who. The Richards Group, a Dallas-based independent advertising agency, created the 30-second commercials, one of which will run at the end of the first quarter, while the other will air during the third quarter.
ECI International has confirmed that 70 per cent of stand space for Brityrex International 2010 (5, 6 and 7 October at Manchester Central) has now been sold. Confirming the positive take-up from exhibitors, ECI managing director Paul Farrant said: “We continue to make very good progress with the exhibition and I can put everyone’s mind to rest by confirming that Brityrex will definitely be taking place as planned in Manchester in October. Reaching the 70 per cent milestone at this relatively early stage means we go forward with confidence and in the knowledge that the industry is firmly behind the exhibition.”
The Firestone brand has walloped a home run over the stadium wall with the signing of a multi-year agreement between Bridgestone Americas Tire Operations, LLC (BATO) and Major League Baseball Properties (MLBP) on December 18. Through the deal reached between the two parties, Firestone has become the first “Official Tire of Major League Baseball”. The agreement also marks the largest sports sponsorship for the 109-year-old Firestone brand outside of motorsports.
Pirelli Tyres has awarded its global advertising efforts to Young & Rubicam, returning to the international agency after a 10-year absence. Y&R said its WPP Group in Milan will handle the day-to-day business. Y&R won the bid over five other agencies, including incumbent Wieden+Kennedy in Amsterdam.
Toyo Tires USA Corp. has signed on as presenting sponsor of the 2009 Big-12/Pac-10 Hardwood Series on Fox Sports Net. The Hardwood Series features match-ups between Big-12 and Pac-10 men’s basketball teams during November and December, with the six Pac-10 home games broadcast nationally on FSN.
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China’s growing automotive market presents rich pickings for tyre manufacturers looking to increase sales, and Hangzhou Zhongce Rubber is spending on advertising to ensure consumers know its products. During an advertising airtime auction held by the state broadcaster CCTV on November 18, the tyre manufacturer secured the top rated timeslot directly after the national news programme "Xinwen Lianbo". Hangzhou Zhongce is reported to have paid RMB 47.2 million (£4.13 million) for this premium airtime.
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