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Yokohama rolls out corporate image ads

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Yokohama Tire Corp. is showcasing a new corporate look via a series of trade ads that are currently hitting the market.

"Our fresh, corporate branding campaign in automotive and tire trades targets key influencers, such as OEM and aftermarket executives," says Jim MacMaster, Yokohama executive vice president, Busines Division.

"Yokohama is a global brand with Japanese innovation and craftsmanship at its core, and these trade ads represent our values and personality.

"By carrying our overall 'Uncompromising Performance' message, we're able to convey that innovation, craftsmanship and safety are all part of the Yokohama story."

Within the last year, Yokohama also has signed long-term agreements to sponsor the Los Angeles Auto Show and the Pebble Beach Concours d'Elegance.

Besides trade ads, a new series of ads directed at what MacMaster calls, "our most important audience, the American consumer," will be launched later this spring.

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