Commercials promoting the Hankook brand should be on national cable television in time for the spring selling season, according to Bill Bainbridge, director of brand communications for Hankook Tire America Corp.
At the 2008 Hankook Tire Dealer Meeting in Paradise Island, Bahamas, Bainbridge outlined the new marketing campaign to the retail and wholesale dealers in attendance.
He said the television ads will leverage the company's participation in motorsports by appearing on ESPN, ESPN2 and the Speed Channel. In addition, as part of a "cross platform of national cable advertising," the ads will appear on lifestyle channels such as Spike TV, VH1 "and probably the Weather Channel."
The ad campaign will be drawn out for most of the year. Commercials will run for two months ("we are cognizant of the spring selling season," said Bainbridge), take two months off, run for two more months prior to the fall selling season, be off again, and then come back again.
Bainbridge described the initial expense of the TV ad campaign -- a first for Hankook Tire America -- as "modest," adding that final details are still being worked out.
