Hankook Launches U.S. Ad Campaign
Hankook Tire America Corp. has launched its first advertising campaign dedicated to the U.S. market.
The integrated marketing effort includes the new tagline "Never Halfway."
Hankook hired INNOCEAN USA to drive the advertising campaign which includes TV, print, digital and social media components.
“Never Halfway” ties in with Hankook’s strong affiliation to professional baseball and launched during the World Series. It focuses on tapping into the American enthusiast community which embraces the “Never Halfway” lifestyle.
This spirit is captured in the campaign’s “Chasing Daylight” launch ads which showcase famed nature photographer Chris Burkard and his journey through the American landscape. As Burkard makes his way up California’s Pacific Coast Highway, he is able to easily cruise through the rugged and breathtaking landscape with his Hankook Dynapro MT off-road tire-equipped SUV and capture the quintessential California coast sunset from atop the cliffs of Big Sur, says the company.
“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,” says 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.”
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.
For more information, see www.hankooktireusa.com.