Goodyear Launches New Ads During Biggest Race of Season
-- Goodyear debuts new race-themed advertising during NASCAR Speedweek
-- Company's 'More Driven' campaign appearing on TV, radio, print and online
-- Messaging leverages NASCAR drivers as 'most demanding customers'
AKRON, Ohio, Feb. 22, 2013
AKRON, Ohio, Feb. 22, 2013 /PRNewswire/ -- The Goodyear Tire & Rubber Company
(Nasdaq: GT)has announced that it is taking to the race track to launch its
new North American integrated advertising campaign during the biggest event of
the NASCAR season, the Daytona 500.
Designed to highlight those experts who chooseGoodyear's tires for their
superior performance, the new ads focus on the relationship between top NASCAR
drivers and their choice of Goodyear. The new advertising, which continues to
leverage the tremendous equity the company has generated among experts over
its history, will debut this week in television and print ads starting during
the Daytona 500 in Daytona Beach, Fla.
"As our 'More Driven' campaign has progressed, we have successfully shown
consumers the history and tradition of Goodyear, as well as the passion,
innovation and expertise Goodyear uses to provide tires for superior
performance in challenging conditions," said Gary Melliere, General Manager -
Goodyear Brand/Sponsorships. "In our new advertising, we continue to showcase
that what we learn making tires for expert drivers who face grueling
conditions, such as NASCAR, inspires what we roll into consumer tires."
Television advertising begins this week, including airing on FOX during the
Feb. 24 Daytona 500, the premier race that kicks off the NASCAR season, which
is watched by approximately 20 million viewers.
The campaign's initial television advertisement, entitled 'Most Demanding
Customer,' showcases NASCAR and its drivers as a proving ground for Goodyear's
tire innovation. The commercial highlights the fast-paced sport with strong
racing images that help display how highly competitive racing – at speeds of
200 mph – put Goodyear tires through torture tests every week on different
tracks and a variety of surfaces. "These types of conditions provide
continuous opportunities for Goodyear's engineers to further develop tires for
superior performance, both on the track and on the highway," said Melliere.
Employing a fully integrated marketing effort, Goodyear also is using radio
and print advertising, along with a strong digital campaign to reach millions
of online consumers. The interactive campaign will be supported by "always on"
search marketing, in addition to appearing on popular search engines and
websites. During the race broadcast, unique "blimp pops" – in-program messages
featuring an animated Goodyear Blimp – will appear on-screen to further
deliver the brand's 'More Driven' message.
The integrated marketing efforts were developed by Goodyear and its creative
advertising agency, GSD&M Idea City of Austin, Texas, and digital agency,
Digitas of Boston.
Goodyear is one of the world's largest tire companies. It employs about
69,000 people and manufactures its products in 52 facilities in 22 countries
around the world. Its two Innovation Centers in Akron, Ohio and Colmar-Berg,
Luxembourg strive to develop state-of-the-art products and services that set
the technology and performance standard for the industry. For more
information about Goodyear and its products, go to www.goodyear.com.
SOURCE The Goodyear Tire & Rubber Company
Contact: Jim Davis, Goodyear, +1-330-796-4114, email@example.com
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