ERJ staff report (TB)
Findlay, Ohio - Cooper Tire & Rubber Co. has struck a deal with The Weather Channel (TWC) to sponsor a number of the channel's regular broadcast programs and establish a presence on some of TWC's mobile and social media platforms.
Cooper said it expects the partnership â€œto celebrate the everyday road tripâ€ and showcase important product, tyre safety, and maintenance solutions on-air, online and through mobile applications. The ultimate goal is to help â€œeducate and inspire confident drivers and safer commutes.â€
Cooper did not disclose the value of the partnership or its duration.
Among the programs involved, Cooper will be the exclusive sponsor of the â€œMorning Rushâ€ segment within TWC's top-rated morning program â€œWake Up with Al,â€ hosted by weatherman Al Roker. â€œMorning Rushâ€ includes national weather highlights, â€œbus stopâ€ weather and travel delay updates.
Cooper also will have a presence on TWC's customised, weather-triggered messaging, providing consumers with local forecasts for their upcoming weekend road trips, and will maintain a digital presence on weather.com, including being the exclusive partner on the channel's â€œFavorite Fall Drivesâ€ content, launching this fall.
â€œCooper Tire is excited to enter into this partnership with The Weather Channel,â€ said Hal Gardner, vice president of marketing communications and market intelligence for Cooper Tire. â€œThis association is the perfect complement to our brand, encouraging consumers to enjoy their road trips safely.â€
Cooper also will have geographically targeted messaging across TWC's mobile applications, raising awareness of changing weather conditions that could affect driving conditions.
From Tire Business (A Crain publication)