LAS VEGAS If you thought the advertising blitz surrounding the 1991-92 launch of the wet-weather Aquatred was big, wait until Goodyear launches the new long-mileage Infinitred. ``The most expensive launch we've ever had was Aquatred, and this is going to top Aquatred,'' said Goodyear President Samir Gibara.
Goodyear intends to deliver a ``barrage of explosive advertising that will literally bombard millions of potential Goodyear customers with the most unique advertising message in the industry,'' said Roger Zwingler, director of marketing communications.
The campaign will include network television and radio, as well as newspaper and magazine ads-an ``unrelenting array'' of messages, Mr. Zwingler said.
``Thirty days into our campaign, Infinitred should be the most talked about tire in America,'' he added. By then, he expects 98.5 percent of all U.S. households will have seen or heard of Infinitred 14.5 times for a total of 1.4 billion impressions.
Goodyear will kick off the Infinitred campaign March 14 with a 30-second commercial to begin airing during the NCAA basketball tournament and continue for seven weeks in prime time.
The commercial will focus on the tire's long wear and traction and will stress the lifetime warranty ``for as long as you own your car,'' according to Mr. Zwingler.
For the first time ever, Goodyear also has produced two co-op television commercials-in 25-, 20- and 15-second formats-allowing dealers to tie into the Infinitred launch.
Goodyear also will begin a retail advertising newspaper and network radio push beginning March 17 that will overlap the Infinitred television launch. The radio spots will feature college basketball announcer Dick Vitale.
The retail push will offer a 25-percent-off sale on five Goodyear models and include strong support for the Infinitred launch, a company spokesman said.
The tire maker will launch a second commercial in April focusing on Infinitred's wet weather traction and ``lifetime'' warranty, and in June and July it will air a third commercial to run during the 1996 Summer Olympics.
Dealers also can receive point-of-sale packages at 100-percent co-op for use in their stores.