Hankook Tire Increases Ad Buys, Touts Rebate Promotion in Broadcast and Print
Advertising takes on baseball theme in support of tire maker’s Home Plate signage in 11 markets
WAYNE, N.J. April 5, 2010- The starting rotation for Hankook’s spring advertising lineup will have a baseball flair. The tire maker has increased its advertising buy to its highest level yet for the U.S. market - up 50 percent over the same time last year ? and added new creative in support of the brand’s current ‘Great Catch’ rebate and sweepstakes promotion.
Hankook currently advertises behind home plate at 11 major league baseball parks. The success of this marketing initiative led the brand to integrate baseball into its spring promotions and, in turn, into its general advertising message in cable television, consumer print and online banner advertising.
“Baseball is an excellent vehicle to reach our target customers, especially in the Spring - a prime time for replacement tire purchases,” said Bill Bainbridge, director of brand communications for Hankook Tire America Corp. “Consumers are starting to think about spring vehicle maintenance, and for many, new tires either are, or should be, on that list.”
Hankook’s ‘Great Catch’ spring promotion offers consumers up to $50 in cash back rebates on three of its top performance products and a chance to win a 2010 Chevrolet Camaro this spring. The mail-in rebate program is available to consumers who purchase four select tires of any size between April 1, 2010 and May 31, 2010 from an authorized Hankook retailer. The tires included in the program are the Ventus V12 evo, the Ventus V4 ES and the Optimo H727.
Along with the rebate offer, Hankook is offering consumers an opportunity to enter a random drawing for a chance to win a 2010 Chevrolet Camaro, no purchase necessary, as part of the ‘Great Catch’ Car Giveaway. Information about both the ‘Great Catch’ rebate and car giveaway can be found on the Hankook Tire America website at www.hankooktireusa.com/greatcatch.
Support advertising rolls out this month. Broadcast advertising will air on ESPN, ESPN2, Fuse, Versus, TBS, the MLB Network and SPEED, among others. Numerous spots will also run on regional cable broadcast stations during local game broadcasts in 13 markets. These markets are Atlanta; Baltimore; Boston; Cleveland; Dallas; Kansas City, Mo.; Los Angeles; Miami,; Milwaukee; New York; Oakland, Calif.; Philadelphia; and Pittsburgh. Print placements and banner advertising will appear in prominent automotive enthusiast, motorsports and general sports magazines and websites. These include Car and Driver, MotorTrend, USA Today Sports Weekly, and motorsports publications such as Super Street, D-Sport and Modified Magazine.
About Hankook Tire Co., Ltd
Headquartered in Wayne, N.J., Hankook Tire America Corp. is a technology-focused, market-driven company that markets and distributes a complete line of high performance and ultra-high performance passenger tires, light truck, SUV tires, as well as medium truck and bus tires to more than 400 independent dealers through 3000+ retail sales locations in the United States and Canada.
For more information, please visit the Hankook website at www.hankooktireusa.comMedia Contacts: