Continental Tire North America Inc. is drawing on its status as an original equipment supplier in its latest co-advertising campaign with dealers for its Continental brand.
``Our fingerprints are all over the world's finest automobiles'' is the tagline for the ad campaign. It features large tire tread patterns illustrated to look like fingerprints.
``With over 20 percent OE market share in North America, we could not be more excited to utilize our partnerships with these premier auto manufacturers and their trust in our tires as the focus of our new `fingerprint' advertising campaign,'' said Andreas Gerstenberger, Conti's vice president of sales and marketing for the passenger and light truck business unit.
The advertising campaign was previewed at Conti's Gold dealer meeting in March in Las Vegas. Conti plans to run the ads this year primarily on a cooperative basis with dealers, a spokeswoman said. The campaign includes primarily print ads as well as point-of-sale materials for dealers.
The spokeswoman said plans are in the works for a campaign run exclusively by Continental.
The fingerprint ad concept was developed by Conti's ad agency, Concentric Marketing.