CTNA Goes Mobile With Ad Effort - Tire Review Magazine

CTNA Goes Mobile With Ad Effort

(Akron/Tire Review) Continental Tire North America (CTNA) has hooked up with Lowen Color Graphics, Concentric Marketing and Direct Motor Freight to create billboard-size brands advertisements that now appear on the sides of 12 tractor/trailers used to haul CTNA tires.

Continental said it also worked with Direct Motor Freight to develop a “continuous move program” that helps the tiremaker “lower costs, increase transport efficiency and improve delivery service levels.”

“Continental has the opportunity to brand a fleet that is dedicated to moving our products,” said Paul Williams, CTNA’s director of corporate purchasing and supply chain. “Surveys report that each trailer can give up to 60,000 impressions to potential customer per day, at a fraction of the cost compared to other similar marketing programs. For relatively low cost we can then improve our brand awareness with the trailer graphics as well as create a partnership with a committed service provider.”

The billboard trailers are currently operating between CTNA’s plant in Mount Vernon, Ill., and locations in Georgia. The company said it is looking to expand the program next year.

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