Yokohama rolling out print, broadcast ad campaign in US

Fullerton, California - Yokohama Tire Corp. is launching a broadcast and print ad campaign highlighting the company's products and environmental stance.

The ads are beginning to run this quarter in print as well as on regional cable TV, according to Fred Koplin, Yokohama's director of marketing communications.

“These bold, new ads are directed at specific audiences,” Mr. Koplin said, noting that ads of the Advan ultra-high-performance tyre are reaching an affluent audience through Forbes, Golf Digest and National Geographic Traveler and eight regional luxury lifestyle publications.

Print ads targeted to enthusiasts will run in Road & Track, AutoWeek, Car and Driver, Roundel, Porsche Panorama and Grassroots Motorsports.

Mr. Koplin said the corporate ads focus on two points: Yokohama's record of innovation and dedication to environmental responsibility. The TV spots are slated for ESPN, Discovery, Fox Sports, TBS, TNT and History Channel.

Yokohama did not say how long the ads will run or how much it will spend on the campaign.

From Tire Business (A Crain publication)