Hankook to spend 50% more on advertising
Hankook Tire America Corp. says it will spend 50% more on advertising this year than last year. As part of its 2010 ad campaign, the company will run ads behind home plates at 11 major league baseball parks.
"Baseball is an excellent vehicle to reach our target customers, especially in the spring, a prime time for replacement tire purchases," says Bill Bainbridge, Hankook's director of brand communications. "Consumers are starting to think about spring vehicle maintenance and for many, new tires are -- or should be -- on that list."
Last week, Hankook kicked off its "Great Catch" promotion, which offers buyers of four Ventus V12 evo, Ventus V4 ES or Optimo H727 tires up to $50 in cash back rebates. The promotion runs through May 31. Along with the rebate offer, Hankook is offering consumers a chance to enter a random drawing to win a 2010 Chevy Camaro.
Support advertising is rolling out this month with spots on ESPN, ESPN 2 and several other networks. Numerous spots also will run on regional cable stations in 13 markets, including Boston, Mass.; Los Angeles, Calif.; Miami, Fla.; and others.