WAYNE, N.J. (Nov. 2, 2015) — Hankook Tire America Corp. is hoping to tap into the American enthusiast lifestyle with a new advertising/marketing effort under the tagline “Never Halfway.”
The campaign, Hankook's first dedicated to the U.S. market, debuted recently with the television ad featuring famed nature photographer Chris Burkard's efforts to capture the “quintessential” California coast sunset from atop the cliffs of Big Sur by navigating the rugged terrain in an SUV equipped with Hankook Dynapro MT off-road tires.
The first ads aired during the 2015 World Series broadcasts. The campaign will include TV, print, digital and social media components, Hankook said.
“This is Hankook's first advertising campaign dedicated to the U.S. market, so we wanted to make sure that it not only resonated with an American audience but that we launched it at a time when Americans were paying attention,” said Hee-se Ahn, President, Hankook Tire America Corp.
“The United States is an important market for Hankook, and this new campaign will allow us to build greater awareness with consumers across the country to build Hankook into a top tier brand.”
Hankook tapped Innocean USA, an advertising agency based in Huntington Beach, Calif., to help develop the campaign.
The campaign will run across a variety of print, digital and television networks including ABC Sports, Discovery Channel, ESPN, Fox Sports, Google, History Channel, MLB Network, Motor Trend, Road & Track, YouTube and others, Hankook said.