Retail

Yokohama to target affluent consumers via Advan ads

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Yokohama Tire Corp. is rolling out a print and cable TV advertising campaign to promote its Advan ultra-high performance tire line. The ads target "luxury consumers," say Yokohama officials.

"These bold, new ads are directed at specific audiences," says Fred Koplin, director, marketing communications, for Yokohama.

"They'll appear in a select list of national publications, such as Forbes, Golf Digest and INational Geographic Traveler that reach a very affluent audience, and in eight regional luxury lifestyle publications."

TV spots are slated for popular national cable networks such as ESPN, Discovery, Fox Sports, TBS, TNT and the History Channel.

Koplin says the company's corporate ads focus on two points: Yokohama's record of innovation and dedication to environmental responsibility.

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