Hankook Tire Canada begins Tame the Road campaign
By Adnews Staff
Hankook Tire Canada of Brampton, ON has begun a new marketing campaign called "Tame the Road." According to the company, this is the largest integrated marketing campaign undertaken to date by Hankook in Canada. It includes television, print and radio advertising as well as online materials. The aim of the campaign is to raise awareness of the brand and support the company's dealer network. The creative depicts the ways in which tires impact the performance, comfort and handling of vehicles. The initiative began on April 19 and will continue until July. A winter campaign will begin in November. Television commercials will air during prime time programming on network and specialty channels, while radio advertising will run in English and French on approximately 50 stations nationally. "Our ultimate goal is to be to a top-of-mind tire brand among Canadian consumers," said Joseph Park, marketing communications manager at Hankook Tire Canada. "In doing so, one of our mid-term objectives is to increase consumer awareness of the Hankook brand and about the quality and technological innovations of our products." Advertising for Hankook is handled by Cheil Communications, with public relations support from National Public Relations.