JUNO BEACH, Fla. (June 5, 2006) — Tire Kingdom Inc., the retail arm of TBC Corp., has hired ViVA Partnership to help it reach Hispanic consumers, the companies announced.
ViVA is a woman/minority-owned full-service advertising and marketing communications company. ViVA said it is the first Hispanic agency to win marketing duties for Tire Kingdom, which operates more than 600 tire stores in the U.S.
ViVA will launch a “total market approach” with mass media, in-store promotions and other elements such as sweepstakes and community outreach, the firm said. The “multi-million dollar” campaign will be dubbed “Everything is Running Smoothly/Todo Sobre Ruedas” and will roll out in early June.
“This is a 360-degree, fully integrated marketing program, one that is focused on building brand and driving results with Hispanic consumers, regardless of their language preference,” said Linda Lane Gonzalez, CEO of ViVA.
Bob Crostarosa, Tire Kingdom's vice president of marketing and development, said the agency demonstrated an ability to provide the automotive retailer with an understanding of the Hispanic market.
“Their experience at delivering on plan and producing measurable results is something we couldn't pass on,” he said in a statement.