Hankook Tire America is putting its money where its global CEO’s mouth is with a new consumer education campaign for its North American dealers.

The tiremaker’s "Be Safe… Air ‘Em Up" campaign aims to increase dealer involvement in educating consumers on the importance of proper tire pressure. Program materials, including POP materials, will be in dealers’ hands in time for the Dec. 1 kick-off.
 
“Earlier this year, addressing a meeting of the Tire Society, our global CEO Seung Hwa Suh challenged the tire industry as a whole to do more in educating consumers about the pit falls of improper tire inflation and the benefits of maintaining proper inflation,” said Bill Bainbridge, Hankook’s director of brand communications. “With the launch of this safety initiative, we are encouraging our dealer partners to help in educating consumers on the benefits of proper tire inflation and maintenance.”
 
In addition to the POS posters, Hankook is inviting consumers to register on Hankook’s website between Dec.1 and Feb. 28, 2011 to receive a free Hankook air pressure check kit, which includes an air pressure gauge and flashlight. Registered consumers will automatically be entered in a monthly grand prize drawing to win a set of Hankook tires.