Conti develops new communication strategy in preparation for global push

ERJ staff report (DS)

Hanover, Germany -- Continental AG has completely reviewed its brand communication strategy for consumer tyres and has now launched its new campaign around the world.

Continental's new, integrated and highly target-group specific communication strategy is already implemented online in some countries and is being gradually rolled out in other countries in which Continental has operations in the passenger tyre replacement business.

With regard to its appearance in the media, this Hanover-based company is relying both on a presence in television as well as in the print media and online.

"With our new communication strategy, we want to ensure an integrated presence aimed even more sharply at the different target groups with immediate effect. With our core brand statement, we will continue to offer the best braking and safety performance for our products with the premium Continental brand", explains Communication Manager Silke Gliemann.

The preparations for the reorientation of Continental's brand communication for passenger tyres were made step-by-step together with the Hamburg-based communication agency, ServicePlan, who has been working for Continental since 2010. Initiative Media, a media agency in Hamburg, has been supporting Continental since 2003 in international media planning and booking.

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Press release from Continental