CHARLOTTE, N.C. (May 30, 2003) — With a tour covering more than 45 major and minor league ballparks—plus all-you-can-eat burgers and hot dogs—Continental Tire North America Inc. hopes to energize its General dealers.
The summer tour is part of the General brand's promotion for both dealers and consumers. At the baseball games, dealers and their families will be treated to tickets and food, as well as a look at General's new Grabber AT off-road tire. One randomly selected winner at each event will win a free set of the tires.
“The full support of our dealer base is key to the resurgence of the General brand,” said Jim Mayfield, brand manager for General. “This tour gives us the opportunity to create a closer relationship with each dealer by providing them and their families the opportunity to relax and enjoy a ballgame. The tour also demonstrates our dedication to the General brand and its continued success.”
The Charlotte-based tire maker also will reach out to consumers while on the tour by setting up a “fanzone.” In addition to a Grabber AT display, children can play in the inflatable General Tire jump castle, and adults can throw fast balls at the General Tire speed check.
“Few things are as Americana as General Tire,” Mr. Mayfield said. “That's why an interactive tour of our national pastime presented the perfect opportunity to promote the brand to consumers.”
The company said it also plans to make a contribution at each tour stop to the local chapters of the Make-A-Wish Foundation in cooperation with Baseball USA. Children in the charity program will be asked to throw the first pitch for the ball games.
For a schedule of the tour, click on www.generaltire.com.