DUNLOP BEGINS MAKE YOUR MARK ADVERTISING
By Adnews Staff
Dunlop Tires will add advertising to its "Make Your Mark" campaign next month. The print ads created by Due North Communications will target consumers 25 to 39 years of age, said Ian Mcintosh, general manager of advertising for Goodyear Canada, which markets the Dunlop brand in Canada. The creative will not concentrate on tires but on the lifestyles of members of the target market, he said. Sample copy includes, "I'll slow down when my doctor tells me too." Ads in newspapers and magazines including The Globe and Mail, National Post, enRoute and Maxim will be accompanied by advertising in health clubs, bars, restaurants and elevators in six core Canadian markets: Montreal, Toronto, Ottawa, Calgary, Winnipeg and Vancouver. Public relations activities are also planned. Public relations for Dunlop are handled by Environics Communications. The tire maker began this three-year campaign last year with various public relations activities including the "Tired of Your Name" promotion. This initiative invited Canadians with the last name Dunlop to legally change their name to Dunlop-Tire in exchange for a share of a $25,000 prize.