By Denna Bowman
A campaign to promote discounts on family days out helped to lift Continental tyres out of the motoring press and into mainstream media.
Inside Media used the tyres manufacturers summer offers website “Conti Great Days Out”, which gave discounts on days out around the UK, to help extend the brand name beyond tyres.
The PR company had six months and a £3,000 budget to move Continental out of the motoring press and position it in general consumer media as a trusted family brand, according to a report in PR Week UK.
Inside Media commissioned a survey of 2,000 families and used the data to devise a formula for the perfect day out, which was used as a news peg to launch the site.
The Great Days Out formula was picked up as a story and featured in the Daily Express, The Sun and The Scotsman, as well as in Look and Best magazines.
There were 35,661 visits to the Great Days Out website during the campaign period and 4,872 discount vouchers were used.