Hankook 2012: Sports marketing, promotions

April 2, 2012

Hankook Tire Co. Ltd. has unveiled its planned 2012 marketing activities for the U.S.

Through its expanded marketing efforts, Hankook looks to build on the inroads it made in 2011. The company realized sales of $1 billion in U.S. market sales last year, a first in Hankook’s 30-year history in the United States.

Hankook says this boost in brand awareness and resulting sales can be attributed to a number of factors. They include new OE agreements with leading vehicle manufacturers such as BMW and Lincoln, marketing initiatives spread out across various sport platforms, and a continued commitment to R&D.

Hankook has also broken ground on two new manufacturing facilities in China and Indonesia, to increase product availability in the United States — 50% of the Indonesian plant’s output will be dedicated to the U.S. market.

“We have increased our marketing investments significantly over the past few years and we are seeing the ROI through a surge in sales and overall brand awareness in the U.S. market,” says Soo Il Lee, president of Hankook Tire America Corp. “Through continued investment in R&D, industry leading product and technology advancements, and a concerted effort to reach consumers directly via fully integrated marketing campaigns, we are confident that we will achieve continued success in 2012.”

Consumers can expect to see the Hankook brand in a range of media and events this year, including baseball, college basketball, motorsports and a new Facebook site. In addition, consumers can participate in Hankook’s rebate and giveaway promotions each year and the company continues to extend its baseball-themed marketing in 2012 to support those efforts.

On April 1, Hankook kicked-off its ‘Great Catch’ giveaway promotion that will award one lucky winner a 2012 MINI Cooper S Convertible. In addition, consumers who purchase four qualifying Hankook tires of any size from an authorized Hankook dealer between April 1-June 30, 2012, are eligible for a mail-in rebate of up to $80.

Hankook’s tire shaped billboard will continue to be on full display in the heart of Times Square in New York City, generating visibility amongst the 1.5 million consumers that pass through on a daily basis.