By Denna Bowman
Dunlop is revving up promote its tyres with the launch of a new television advertising campaign which drives home its ‘race to road’ message.
The commercial’s aim is to highlight how technology used to develop tyres for the racing circuit is being applied to manufacturing tyres for the road so that everyday motorists can enjoy the benefits.
Andy Marfleet, Dunlop brand manager, Consumer and Motorcycle, said: “It is great to be back on television, truly exciting times for the Dunlop brand.
“We have a market-leading portfolio of car tyres and the youngest product range within the motorcycle industry, and of course all our tyres encompass our ‘race to road’ philosophy.
“Our aim is to drive awareness and to educate consumers that our key product benefits such as grip and braking are derived directly from technologies developed for our motorsport teams.
“When a consumer buys a Dunlop tyre, they are buying a product loaded with high end technology, tested in a motorsport arena.”
Set to run across July, the Dunlop advert will appear on a number of channels, including Channel 4, Channel 5, Sky 1 and Sky Sports, thereby giving the brand exposure to relevant target audiences.
The commercials aim to reinforce Dunlop’s key product values: excellent grip and high speed braking developed through extreme testing in motorsport conditions.
Dunlop is involved with motorsport events around the world, including Moto2, Isle of Man TT, BTCC, ALMS, Le Mans 24 hour, Nürburgring 24 hour, Dubai 24 Hour, IDM and Australian V8 to name but a few.