The Effie Awards recognize advertising that has had the greatest impact on the advertiser’s bottom line, and celebrate the creative ideas and strategies that make a marketing campaign successful, Goodyear said.

The campaign marked the first time in 20 years that the Goodyear blimp played a lead role in the company’s advertising to communicate the tiremaker’s “values, attitude and commitment to consumers,” according to Goodyear.

According to Joey Viselli, Goodyear brand director, Goodyear’s success in recent years through strong consumer acceptance of new products, and the related product marketing, is proof that the company is on the right track. “The Effie Award helps to validate that Goodyear is not only an industry leader in offering innovative and relevant tires, but in communicating the product benefits in innovative and relevant ways,” he said. (Tire Review/Akron)