Hankook is hitting for the fences as the company’s spring advertising buys are the highest ever for its U.S. operations – up 50 percent over last year’s levels. The lineup’s starting rotation has a baseball focus in support of the tire maker’s “Great Catch” rebate and sweepstakes promotion.
Hankook currently advertises behind home plate at 11 major league baseball parks. The success of the marketing initiative led company executives to integrate baseball into its spring promotions and, in turn, into its overall ad messaging in cable television, consumer print and online banner placements, according to Bill Bainbridge, director of brand communications.
“Baseball is an excellent vehicle to reach our target customers, especially in the spring – a prime time for replacement tire purchases,” Bainbridge reports. “Consumers are starting to think about spring vehicle maintenance, and for many new tires either are, or should be, on that list.”
The Great Catch promotion, running through May 31, offers customers $50 in cash-back rebates with the purchase of four Ventus V12 evo, e Ventus V4 ES or Optimo H727 tires, plus a chance to win a 2010 Chevrolet Camaro.
Advertising support rolls out this month. Spots will air on ESPN, ESPN2, Fuse, Versus, TBS, the MLB Network and the Speed Channel, among other outlets. Numerous ads will also run on regional cable broadcast stations during local game broadcasts in markets such as Atlanta, Baltimore, Boston, Cleveland, Dallas, Kansas City, Los Angeles, Miami, Milwaukee, New York, Oakland, Philadelphia and Pittsburgh.
Print placements and banner advertising will appear in automotive enthusiast, motorsports and general sports magazines and Internet sites, including Car and Driver, MotorTrend, USA Today Sports Weekly, Super Street, D-Sport and Modified Magazine.
For more information, visit www.hankooktireusa.com.