DURHAM, N.C. (May 10, 2006) — Colony Tire Corp. of Edenton, N.C., has named The Republik its advertising agency of record for Colony Tire and Service Centers, its retail consumer division.
Colony Tire said it has budgeted $1 million for television, radio, Internet, direct mail and newspaper advertising, and the first phase of ads will appear this summer.
Ashley Aydlett, Colony Tire's marketing manager, said the agency pick was based on the expectation that The Republik “will push us right up to, or even past, our comfort level. Tire category advertising can get pretty formulaic. The Republik demonstrated a real drive to make our brand stand out as unique.”
The dealership—which employs more than 500 employees and has more than 30 locations in North Carolina and Virginia—said its growth plan involves opening centers outside the areas in which Colony Tire is known.
The Republik is an employee-owned ad agency with offices in Durham, Charlotte, N.C., and New York. Some of its clients include Duke University in Durham; Consolidated Shoe in Lynchburg, Va.; Metro Magazine in Raleigh, N.C.; Fayetteville Tourism; Community Builders in Boston; Triumph Boats in Durham; and Career Partners International in Raleigh.