Nexen Launches New Marketing Initiative
Nexen has announced a new, broad-based marketing initiative aimed at strengthening brand awareness among tire buyers in the United States.
"Combining sports marketing with retail activation, the campaign will utilize stadium advertising, in-store promotions and mobile billboards to reach consumers across multiple touchpoints," say Nexen officials.
As part of the initiative, Nexen will place LED advertising in nine Major League Baseball stadiums across four U.S. regions.
"These placements are expected to generate strong visibility among both in-stadium fans and television audiences. The company has also secured broadcast placements across more than 10 sports networks to further extend its reach nationwide."
Nexen also will continue its sponsorship of the Anaheim Ducks in the National Hockey League (NHL), "with ribbon LED and exterior billboard advertising at the team’s home arena and practice facility as part of its broader sports marketing efforts.
"In the retail space, Nexen Tire is rolling out banner and digital advertising at more than 3,000 locations across North America, including the major big-box retailers and leading tire specialty stores. The campaign also includes a nationwide truckside advertising program. Branded wraps on delivery trucks operated by key dealer partners will increase brand visibility on roads and highways across the country."
Nexen officials say the company "has been steadily expanding its presence in North America, the world's largest tire market. The region accounted for 22% of the company's total revenue last year, representing approximately 40% growth since 2021. Sales of larger-diameter tires (18 inches and above) - which are typically used on trucks, SUVs or premium models - now account for 50% of North American sales, underscoring the strong demand for high-performance, higher-value products.
"The company has further strengthened its U.S. market position by diversifying its retail distribution network, launching new products, participating in industry events such as the SEMA Show and hosting dealer test drive events. With this new brand investment, Nexen Tire expects to accelerate its growth and solidify its presence in the North American market."
"The core of this strategy is making Nexen Tire a natural part of American consumers' everyday lives, from stadiums to stores to the roads they drive on each day," says Brian (Yoonseok) Han, CEO of Nexen Tire America. "By combining sports marketing with retail activation in a comprehensive campaign, we expect to accelerate growth in the North American market."