Nokian Tyres and Kal Tire are teaming up with winter tire lifestyle company POWDR to raise awareness in British Columbia about winter tire safety.
POWDR operates a string of resorts, including SilverStar Mountain Resort, which is near Kal Tire headquarters in Vernon, B.C.
"Nokian Tyres’ strong brand presence at SilverStar will include signage throughout the resort and opportunities for guests to win tires and other prizes," say Nokian officials.
"The goal (is) to leverage the tiremaker’s winter expertise to help drivers make smart driving choices this season."
"We’re eager to partner with SilverStar to remind Canadians to equip their vehicles with the right tires this season,” says Nokian Tyres North America Director of Marketing Hans Dyhrman. “Even better, we’re able to direct consumers to a respected retailer like Kal Tire to manage their driving needs.”