Continental partnerships yield mobile billboards

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In an effort to strengthen brand awareness, Continental Tire North America has partnered with Lowen Color Graphics, Concentric Marketing and Direct Motor Freight to create billboard-size advertisements on 12 trailers. Continental says the advertisements, which promote a message of safety and comfort, feature some of its most innovative commercial and passenger/light truck tires.

In addition to brand awareness, the partnership with Direct Motor Freight also created a business opportunity as well, according to Continental; by partnering with the transportation specialist, and evaluating both inbound and outbound transportation, CTNA says it has been able to create continuous move programs that lower costs, increase transport efficiency and improve delivery service levels.

“Continental has the opportunity to brand a fleet that is dedicated to moving our products,” says Paul Williams, director of corporate purchasing and supply chain for Charlotte, N.C.-based Continental. “Surveys report that each trailer can give up to 60,000 impressions to potential customers per day, at a fraction of the cost compared to other similar marketing programs. For relatively low cost, we can then improve our brand awareness with the trailer graphics, as well as create a partnership with a committed service provider.”

Trailers currently are being operated between Mount Vernon, Ill., Gainesville, Ga., and Aldora Mills, Ga., with plans to expand the program in early 2007.