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Continental Tire is launching a new advertising campaign in January based on a theme of “Confidence.”
The ads will run in a wide range of print and electronic publications, as well as in Continental’s point-of-sale and other printed materials.
“The idea behind this campaign is reiterate to the consumer ‘confidence:’ When all else fails, you can be confident that your Continental tires provide performance, protection and innovation,” explains Dana Zamalloa, communications and public relations manager for Continental Tire North America, Inc.
“There is a lot of uncertainty in the world right now, with the current financial crisis, the war and fuel issue,” Zamalloa observes.
The sleekly-styled ads feature a color scheme of the traditional Continental colors of black and gold. They have a black background with a headline reading “Confidence.” Each includes an image of a vehicle in gold tones, including Porsches, Bentleys, Land Rovers and even a SmartCar, depending on which specific tire model is featured.
A tagline on each spot is matched to the specific vehicle image, and reinforces the theme of that particular pitch. For instance, the tagline on an ad for the ultra-high performance ContiSportContact 2 VMAX tire, featuring a record-breaking Porsche, proclaims “Your Continental Tires are tuned to give your vehicle maximum performance.” On the SmartCar ad, the tag reads “Your Continental Tires will prove to be a smart decision.”
“Confidence gives a feeling of self-assurance,” Zamalloa points out. “With more than 130 years of research, technology and placement on some of the world’s finest automobiles, consumers can be confident that our products will protect their most valuable assets.”
For more information, visit www.conti-online.com.
