BUFFALO, N.Y.-Dunlop Tire Corp. shifts the focus from its products to its people in a new advertising campaign launched recently in various tire trade publications, including TIRE BUSINESS. The advertising underscores what the company calls its guiding values: trust and integrity, according to Betty Croglio, manager of advertising for Dunlop.
``The idea is to inform dealers and the public about ourselves and our values,'' she said. ``They know our products; now we want them to know us and what we're about.''
The first advertisement features P. David Campbell, Dunlop's senior executive vice president, superimposed over a busy highway scene.
``Trust and integrity are the core of who we are and all that we do,'' reads part of the ad copy, which is a statement from Mr. Campbell.
Mr. Campbell, who will succeed Peter K. Fujita as president and CEO of Dunlop in early 1996, is credited with creating the new ad campaign, Ms. Croglio said.
``He wanted to enhance the focus on values that we've always believed in,'' she said.
As company president, Mr. Campbell will oversee four priorities: developing a market-driven strategy, spurring new product development, increasing manufacturing efficiency and instituting cost disciplines.
The new advertising effort is a three-year campaign. Mr. Campbell said the task is to distance Dunlop from other tire makers.
``We intend to be the tire manufacturer worth remembering, worth seeking out, worth buying from and worth recommending,'' he said.
``In short, we intend to consistently be the tire company of choice for dealers and consumers alike.''