CYPRESS, Calif. — Toyo Tire U.S.A. Corp. has launched a new national promotion for 2009. This comprehensive marketing and advertising campaign is designed to increase awareness of the Toyo Tires brand and educate consumers about the company’s full line of products. Running through June, the promotion includes television and print advertising as well as point-of-purchase (POP) kits to support the nationwide network of independent, authorized Toyo Tires dealers.
A new 30-second television ad, entitled “People Who Know,” features a Toyo Tires dealer explaining that Toyo Tires offers it all — quality, value, style and performance — without the need for consumers to spend it all. The commercial also touts Toyo Tires having been voted the number-one overall tire brand for seven of the last nine years by people who know tires best … independent tire dealers*.
Airing nationally, the commercial will run on programs such as the nationwide NASCAR Series airing on ABC and ESPN2, NHL Playoffs and Stanley Cup on NBC, PINKS programming on SPEED, Modern Marvels on History and American Chopper on TLC. The commercial is also online at http://toyotires.com/about-us/tv-commercials.
New print ads have also been created by Marshall Advertising & Design in Costa Mesa, Calif. The print ad concept places the focus on the tire tread directly in the middle of the ad. The tone is aggressive, communicated by the stance of the vehicle and the headline, and moody with a darker look and clouds in the sky. The vehicle and tire are selected for each ad based on the target publication and audience.
The new print ads will run throughout the year in mainstream automotive publications. The print advertising plan also includes niche publications to support the performance, tuner, hot rod, drag, and light truck markets.
Also promoting the full line of Toyo Tires products is a new dealer point-of-purchase kit entitled “Natural Selection.” Loosely based on the Darwinian theory that “only the fittest survive,” three tire categories are referenced: light truck, high performance and luxury touring. Components of the kit include: tread talkers (graphic wraps for stacks of tires), tire centers, a large Natural Selection banner and a poster. Like previous Toyo Tires POP promotions, independent dealers can submit a photo of their store display to enter a contest to win great prizes such as a mini HD video camera.
* Based on Tire Review magazine’s annual tire brand survey.
