Goodyear Tire & Rubber Co. is about to launch its new advertising campaign, "On the Wings of Goodyear."
Although national advertising, under the direction of Goodby Silverstein & Partners, won't kick off until September, the campaign officially has been introduced to Goodyear associates.
A number of Goodyear's dealers also have previewed the campaign, which keys on Goodyear's strengths, according to John Polhemus, president of North American Tire operations. "It's a consumer-oriented program with heavy brand appeal."
The sign above the company's headquarters in Akron, Ohio, already has been changed to reflect the new slogan.