POMPANO BEACH, Fla.—Pirelli Tire North America Inc. (PTNA) recently teamed with a Florida-based content media group to promote a tire safety program designed specifically to reach female drivers.
The program, “Tires for Life,” covered consumer tire safety advice presented in a family-centric way to appeal more effectively to women, according to O2 Media Inc., the Pompano Beach-based media company.
Pirelli and O2 Media launched the campaign in mid-May ahead of National Tire Safety Week.
The campaign was anchored by an appearance on Lifetime Television's “The Balancing Act,” a daily premier magazine-style weekday morning show, by Maureen Kline, director of public affairs and sustainability, and Dori Seaman, who handles marketing and advertising for PTNA.
O2 Media described the show as designed to “jump start” a woman's day by entertaining, educating and engaging her with the latest trends, innovations and advice from experts on topics such as family and home, food and travel, fashion, beauty, fitness and career.