Continental Tire North America Inc. (CTNA) will promote its passenger and light truck tires with billboard-sized ads on 12 trailers.
CTNA is partnering with Lowen Color Graphics, Concentric Marketing and Direct Motor Freight for the promotion.
The ads "will tout safety and comfort," according to CTNA officials.
"Surveys report that each trailer can give up to 60,000 impressions to potential customers per day, at a fraction of the cost compared to other similar marketing programs.
"In addition to brand awareness, the partnership with Direct Motor Freight also created a business opportunity as well.
"By partnering with the transportation specialist, and evaluating both inbound and outbound transportation, CTNA has been able to create continuous move programs.
"These programs lower costs, increase transport efficiency and improve delivery service levels. For relatively low cost we can then improve our brand awareness with the trailer graphics as well as create a partnership with a committed service provider."
The trailers are being operated between Mount Vernon, Ill.; Gainesville, Ga.; and Aldora Mills, Ga, with plans to expand the program in early 2007.
