Goodyear Debuts Ad Campaign at Dealer Conference, Renews NASCAR Contract - Tire Review Magazine

Goodyear Debuts Ad Campaign at Dealer Conference, Renews NASCAR Contract

(Akron/Tire Review) Today, Goodyear Tire & Rubber Co. introduced dealers to a new consumer marketing and advertising campaign that supports an all-new theme for the Goodyear brand: "Get There."

Larry Mason, president of consumer tires, officially debuted the new message and accompanying television ads at Goodyear’s annual dealer meeting in Orlando, Fla.

The series of TV commercials feature two blimp pilots flying high above the city in the Goodyear blimp, reflecting on Goodyear’s history of getting people to their literal and metaphorical destinations.

"When it comes to creating a world-class brand and finding a way to connect to consumers, a marketer dreams of having half the enthusiasm and geniune love that the Goodyear blimp brings us," said Joey Viselli, director of the Goodyear brand. "This campaign takes advantage of this valuable emotional asset."

In addition to the brand messaging, Goodyear will also use TV ads to promote specific tire lines, such as the Assurance featuring TripleTred and the Fortera tire line for SUVs.

The campaign was developed by Goodyear in partnership with its creative advertising agency, McCann Erickson of New York.

The ads will make their first national television appearance on Feb. 18 during the Daytona 500. They are expected to be seen by 20 million viewers. The public will also get a chance to see the new "Get There" ads during NCAA March Madness.

Goodyear will also run print versions of the ads in magazines reaching female, sports, automotive and technology audiences. The company is also leveraging search-engine marketing by placing listings on Yahoo and Google, among others.

"While Goodyear is committed to developing best-in-class product innovations that result in breakthrough tecnology and award-winning tires, we know that our communication with end users has to be relevant for them. In essence, a tire buyer wants to know that our products will help him positively reach his destination…to get there," said Viselli.

Also at the meeting today, Robert Keegan, Goodyear chairman and CEO, signed a five-year contract extension that allows for Goodyear to continue to serve as the exclusive tire supplier for NASCAR’s top-three racing series — the NEXTEL Cup, NASCAR Busch and Craftsman Truck Series.

You May Also Like

Hana Technologies signs license agreement with Michelin for RFID tire tags

Since its inception, Hana Technologies has spearheaded the manufacturing of over 150 million RFID tire tags.

Handshake agreement

Hana Technologies signed a license agreement with Michelin to allow Hana to produce and market the new Link Less embeddable RFID tire tag, Rev4, in and outside the tire market. Since its inception, Hana said it has spearheaded the manufacturing of over 150 million RFID tire tags.

“This new license agreement between our companies will bring an innovative generation 4 tag to the market, with better technical and sustainable performances,” Laurent Couturier, RFID system designer at Michelin, said. “As a partner, Hana will help us to deploy RFID technology worldwide to address future ecological challenges, meanwhile answering to new norms and regulations as the Digital Product Passport.”

Continental debuts new sustainably-focused U.S. headquarters in South Carolina

The building’s 840 solar panels are capable of offsetting up to 25% of its total energy consumption.

Front-of-Continental-Americas-HQ-1400
Yokohama Rubber reveals 2024 motorsports activity plan

Yokohama said participation in motorsports activities is crucial to its efforts to strengthen the Advan and GeoLandar brands.

Yokohama-Nitrocross
Tesla Model 3 TPMS service

Resetting and programming TPMS sensors for a Tesla is a lot like any other vehicle, and the challenge is still the same: keeping the light off.

bendpakEVgarageTPMS-1400
TIA’s Advanced Farm Tire Service training to take place in June

The training class for technicians in the agricultural and farm tire industries is set to take place June 11-14.

TIA_training-

Other Posts

Three spark plug service and replacement tips

How to avoid and overcome roadblocks that may come up during the removal or installation of spark plugs.

Continental-sparkplug
Maxxis-sponsored athletes make podium, overall top 10 at Mint 400

Maxxis athletes Michael McFayden, Ethan Ebert and Trey Gibbs had podium finishes at the Mint 400 on Maxxis RAZR XT tires.

2024-mint400-maxxis
Sun Auto Tire reveals winner of Ford Bronco Sport giveaway

Lowell Anderson entered the giveaway at his local Sun Auto Tire & Service store while receiving a routine oil change.

Sun-Auto-Bronco-giveaway
Nokian Tyres holds bracket challenge on worst roads in North America

In 2023, the tiremaker’s audience voted Quebec as the province or state with the worst road conditions on the continent.

Pothole-Protection-from-Nokian-Tyres