Nitto is kicking off a multi-faceted marketing initiative for its all-season, ultra-high performance Motivo tire.
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“Motivo is the first tire to fulfill the demands of active lifestyles with safety on challenging roads and in all weather conditions,” according to marketing manager Gloria Miyamoto.
It is available with a 60,000-mile limited treadwear warranty, “the industry’s No. 1 treadwear warranty for all-season performance tires,” she asserts.
Potential customers will see a strong digital presence for the tire with a comprehensive media buy on sites such as caranddriver.com and autoguide.com plus other enthusiast sites.
Nitto's billboard advertising buys have been secured in more than 50 markets from coast to coast.
A social media campaign includes a new experiencemotivo.com URL that aims to become a dedicated hub for fans, consumers and dealers that offers detailed information, reviews and videos of the new tire.
Multiple programs will be rolled out over the next few months to heighten the offering’s profile among tire buyers, including a series of digital video ads and mobile elements with smartphone and tablet technology integration.
The rollout “is designed to showcase and educate general consumers on the value and importance of the long-lasting, quiet, all-season Motivo,” notes Miyamoto.
“We expect a tremendous interaction between high performance fans, new customers and dealers” through the company’s expanded Internet programs, she adds.
For more information, visit www.nittotire.com.
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