The new program is Continental Tire North America (CTNA) Inc.'s first North American ad campaign that exclusively supports its Continental brand.
The campaign, which bears Continental's "They're not just tires" slogan, consists of TV commercials that were first unveiled earlier this month in the Charlotte, N.C., market. The spots recently started airing in the Detroit, Mich., area and will roll out to additional markets next year.
"Each spot in the series will be tagged with information about Continental dealers in each market to help drive local in-store traffic," according to CTNA officials.
The German-owned tiremaker will supplement the TV campaign with print ads, billboards and "community sponsorship." Dealers will receive corresponding point-of-sales materials.
