LAS VEGAS (Nov. 5, 2008) – Continental Tire North America Inc. (CTNA) will shift its ad focus next year with a new print and electronic media campaign based on “confidence.”
“There is a lot of uncertainty in the world right now, with the current financial crisis, the war and fuel issue,” said Dana Zamalloa, manager of public relations and communications, CTNA).
“The idea behind this campaign is reiterate to the consumer confidence: When all else fails, you can be confident that your Continental tires provide performance, protection and innovation.”
The ads feature Conti's traditional black and gold color scheme using a headline reading “Confidence.” Each includes an image of a vehicle in gold tones, including Porsches, Bentleys, Land Rovers and even a Smart Car, depending on which specific tire model is featured.
A tagline on each ad is matched to the specific vehicle image to reinforce the theme of that particular ad.
For instance, the tagline on an ad for the ultra-high performance ContiSportContact 2 VMAX tire, featuring a record-breaking Porsche, proclaims, “Your Continental tires are tuned to give your vehicle maximum performance.” On the Smart Car ad, the tag reads, “Your Continental tires will prove to be a smart decision.”
The ads will run in a wide range of print and electronic publications, as well as in Continental's point-of-sale and other printed material, Ms. Zamalloa said.