BUFFALO, N.Y.-Dunlop Tire Corp. has launched what it calls an ``aggressive'' print advertising campaign to push its high performance passenger and Sport Rover GTX light truck lines. According to Patrick J. Logue, Dunlop vice president of marketing, four-color, full-page ads for the Sport Rover GTX are appearing in enthusiast publications to which owners of sporty light trucks generally subscribe, including Car and Driver, Road & Track, Sport Truck, Truckin', Mini-Truckin', Today's Truck and Sport Utility Performance.
The ad features the tire superimposed over a wet roadway with bolts of lightning in the background, and alludes to the GTX's appearance and performance.
A second full-page ad appearing in Forbes, Motor Trend, Corvette Quarterly, Porsche Panorama, Mustang Monthly, Camaro Enthusiast and Forbes FYI features the Z-rated SP Sport 8000 and uses a recreation of the Dunlop logo on paved roadway to call attention to Dunlop's performance tire lines.
The Buffalo-based company also is running a series of one-third-page, black-and-white informational ads, called ``TireTalk,'' designed to answer common consumer questions about passenger, performance and light truck tires.
The ads, running in magazines like Sport Truck, Truckin', Travel and Leisure, National Geographic, Traveler and Money, use Dunlop product managers as expert sources to answer common tire questions. The ads end by directing consumers to the ``nearest Dunlop Dealer'' through the yellow pages or by calling a toll-free number.