SCOTTSDALE, Ariz. — Discount Tire/America's Tire has adopted a new marketing campaign featuring the tagline "Let's Get You Taken Care Of," a message the company said embodies its "culture of helping drivers feel at ease."
The message will be woven throughout all Discount Tire brand messaging going forward, the Scottsdale-based dealership said, including digital, print and radio advertising, billboards, in-store signage, web banners and more.
The first television commercial in the new campaign — titled "Lewis & Clark" in a tongue-in-cheek reference to the Lewis & Clark Expedition of 1804-06 — debuted April 29 ahead of the summer vacation season.
The commercial voice-over refers to the tires on the family SUV as the "unsung pack mules of the Western passage" and suggests getting them inspected at a Discount Tire store before taking off.
"We know people don't always feel confident about their tires, but that's what we're here for," Lisa Pedersen, vice president of marketing at Discount Tire, said.
"'Let's Get You Taken Care Of' is at the very core of our DNA. We like to say we're in the people business, we just happen to sell tires and wheels.
"With more than 20,000 employees across the country, each one of us is putting people first. It's who we are," she said.
Discount Tire operates 1,020-plus stores in 35 states across the country, including California, where it uses America's Tire as its store ID throughout most of the state.