On March 14, 2011, Hankook Tire America Corp. returned to Times Square in New York City. And it plans to stay for a while.
The company's new 31-foot by 98-foot billboard is similar to the tire billboard erected in the same location in 2010. It replicates the tread of Hankook's ultra-high performance Ventus V12 evo tire, and will remain on the façade of the Marriott Marquis hotel for a full year.
Hankook’s decision to return to Times Square stems from "the outstanding positive feedback that Hankook received from last year’s Times Square billboard, both in the United States and around the world," said the company.
“As one of the fastest growing tire companies in the world, the time has come for Hankook to be in locations like Times Square and alongside other well-known, established brands,” says Soo Il Lee, president of Hankook Tire America Corp.
“With more than 1.5 million consumers passing through Times Square every day, we are placing Hankook on one of the largest advertising stages in the world. This marketing commitment is a huge step forward and represents Hankook's growing presence and focus in America.”
The billboard promotion is another demonstration of Hankook Tire's approach to reaching American consumers through integrated marketing efforts. In addition to billboards, print and broadcast advertising, Hankook’s marketing efforts include consumer promotions such as baseball-themed rebate programs that give consumers the chance to win a new car in addition to a rebate.
The company says its goal is "to penetrate major metropolitan areas in an effort to raise consumer awareness, increase market presence and foster brand recognition."
