Continental Tyres has signed up a new PR company to drive their brand message forward, according to a leading industry magazine.
The tyres manufacture has recruited Inside Media for a six-figure sum to spearhead a new campaign, reports PR Week.
The UK brief involves promoting the brand’s sponsorship of the 2010 FIFA World Cup in South Africa.
The agency will also get stuck into a consumer campaign to communicate Continental Tyre’s safety message, targeting publications beyond the traditional motoring media.
Laura Hardy, communications manager for Continental Tyre, said the brand was looking to penetrate the general lifestyle consumer media.
She said: “The vast majority of drivers do not read the motoring press and safety is not always the most attractive message.’
Inside Media landed the account following a five-way pitch. However, Automotive PR will continue to manage Continental’s UK truck and van PR activity and the company’s motoring PR will be carried out in-house.
Denna Bowman, Head Office