Sentury Tire USA Inc. is refreshing its Landsail brand as part of the company’s “new strategy to communicate a clearer message to both end users and trade customers.”
The initiative follows the announcement of Sentury’s efforts to rebrand its Delinte line.
“In 2010, Sentury Tire successfully introduced the Landsail brand to the United States market, with a focus on reaching trade customers,” say Sentury officials.
The company “is now revamping the Landsail messaging to emphasize the unique qualities of these particular tires and (to) concentrate its brand strategy on addressing these savvy consumers.”
The revised messaging is intended to communicate the “uniqueness of Landsail tires,” says Max Wee, executive vice president of Sentury Tire USA. “We hope to leave the impression that tires of this caliber do not come around every day.”
“Through our brand development research, we found that the Landsail customer is savvy and dedicates a significant amount of time to researching products,” he explains. “They don’t make a major purchase without doing their homework and they know how to make an educated purchase that fits their budget.
“This knowledge has informed our decision to thoroughly explain the key features and benefits of our Landsail products, specifically on our new website,” which will launch this month.
Graphically, the Landsail brand is also receiving a refresh, including new typography, social influencer photography and other aspects to help promote Sentury’s new “Landsail Equipped” tagline.
“’Landsail Equipped’ means that with each Landsail product, you can expect extremely high quality, research and performance,” says Wee. “Quality, research and performance all lead to a high level of consumer confidence.”
In addition, Sentury will roll out social media campaigns “based on new relationships with social media influencers, ranging from overlanders to alternative sport personalities and car builders. Engaging social posts and videos will reach our target consumers.”