The multimedia campaign, which will include a rebate promotion, Internet advertising, newspaper ads, billboards and radio spots, will cover the Detroit metro area and most of Michigan, including Ann Arbor, Flint, Port Huron and Toledo, Ohio.
Kumho will also run print ads in regional editions of several national magazines, including Business Week, Forbes, Fortune, Inc., Money, Parenting, Family Fun, U.S. News & World Report, Time, Newsweek and Sports Illustrated. Additionally, Kumho will have a presence at select Detroit-area events this summer, including the Woodward Dream Cruise and the Detroit Grand Prix American Le Mans Series race.
In addition, 56 Discount Tire stores in Michigan will display the aroma tire and promote it with brochures and posters. The display is a custom-built, Plexiglas box with a small door that consumers can open to smell the lavender scent embedded in the tire.
The Detroit campaign will last four months. Kumho said it plans to evaluate the results to prepare for similar campaigns in other markets.
