Brand awareness: Federal goes the extra miles

Jan. 11, 2012

Taiwan-based Federal Corp. is finding new and unique ways to promote Federal brand tires on a global scale.

The "new" campaign takes advantage of the company's recent award for tire development and promotion. Federal recently received a "Taiwan Excellence Award" for ingenuity in product and technological innovation.

The awards are designed to enhance the international brand image and reputation of Taiwan in the global business arena. Federal was the winner of the 20th award, which is based on four criteria: research and development, design, quality and marketing. An international panel of judges are invited to participate in selecting the winner.

“We hope to share with our clients from around the world by achieving such recognition as an innovative, reliable, and worthy name among the tire manufacturers through the backup and involvement of Taiwan Excellence campaign.” says Taz Yeh, Federal's motorsports project manager.

Federal won the award for its FZ-201 R compound semi-sleek racing tire and Couragia F/X asymmetrical tire.

The "unique" campaign is the co-sponsorship of the Miss Summernats competition, part of the annual Street Machine Summernats Car Festival, Australia's "biggest horsepower party," according to Federal.

The January competition features $2,000 in prizes, with first prize an exclusive photo shoot for "Zoo," Australia's leading men's lifestyle magazine. Federal owns co-naming rights for the 2012 contest.

“We are especially pleased to sponsor Miss Summernats, which is an excellent opportunity for Federal Tyres to gain greater appeal within the male and female automotive enthusiast market in Australia," says Mick Hart, sales and marketing coordinator for Federal Tyres Australia.

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