Refreshed Dayton line debuts at MATS
Bridgestone Commercial, a division of Bridgestone Americas Tire Operations, will officially launch its newly refreshed Dayton commercial truck tires brand at the Mid America Trucking Show (MATS) in Louisville, Ky., next week.
The brand refresh coincides with a new marketing campaign entitled Tires for Truckers. A new website and the introduction of eight new Dayton patterns, which doubled the product coverage of the former lineup, launched in January.
“The campaign captures the spirit of commitment and determination exhibited by today’s truckers. They have a job to get done and deadlines to meet. They don’t have time for down time because if they aren’t moving, they aren’t earning,” says Matt Loos, director of truck and bus marketing, Bridgestone Commercial. “Our campaign, Tires for Truckers, gets to the heart of what we provide to these hard working individuals – affordable tires that keep them moving.”
In addition to the new website, the Dayton campaign includes national advertising in trucking trades and corresponding digital properties, satellite and FM radio, and an outdoor program. Dayton billboards can be found in select markets across the country along highways heavily traveled by truckers.
The brand refresh and commitment to today’s trucker will be celebrated with a fun and memorable activation at MATS, the company says. Dayton will host a buffalo wing eating contest at the show Friday, March 27, with a set of 10 Dayton commercial truck tires awarded to the winner. A consolation bag of prizes valued at more than $700, including a $500 truck stop gift card and $275 Speedco gift card, will be awarded to each of the runners up.
The wing eating contest is just one of several Dayton events planned over the three days of MATS.