SAN FRANCISCO-Attendees at General Tire's national dealer meeting, Jan. 12-16 in San Francisco, got a preview of two television spots for Continental-brand tires that were set to debut later that month in conjunction with General's sponsorship of the Professional Bowlers Association tour. Other plans include General's first infomercial, featuring the GenÃSeal and Hydro 2000 radials, which dealers can run with their own names and phone numbers, as well as a national campaign in enthusiast magazines extolling the virtues of General's new XP2000-4 line.
The TV ads, one featuring a Conti-equipped car on an ice flow and another spotlighting a similar vehicle zooming around atop a 15-story building, are designed to illustrate the maneuvering abilities of Continental's WinterContact and SportContact tires.
The spots, among General's first to tout the parent brand nationwide, will air nationally through the end of the PBA tour in April.
``The answer is the multi-brand approach,'' said Bernd Frangenberg, new vice president of the passenger and light truck division.
After that, General Tire will return to its regional promotion plan, boosting advertising dollars where dealers already are strong.
General announced earlier that it would work to increase sales through existing dealerships rather than sign on new distributors.
The firm has no plans for other nationwide TV ads-for either General or Continental tires-once the Conti ads end in April.
The XP2000-4 print ads will compare the line to already established competitors, including independent test results that demonstrate the tire's superior wet handling and stopping characteristics, company officials said.