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Article: Conti brand awareness gets boost from bowl sponsorship.(Continental Tire North America Inc. )(News)
- Article from:
- Tire Business
- Article date:
- January 20, 2003
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Dave Zielasko
For its promotion of the inaugural Continental Tire Bowl on Dec. 28, Continental Tire North America Inc. chose the catchphrase: ``It's not just another bowl game, it's the Continental Tire Bowl''-a play on its tire-marketing slogan.
Judging by the event's outcome, it wasn't just another marketing campaign, either. ``It was a huge success on many different levels,'' Conti said.
``We agreed to sponsor the Continental Tire Bowl for several reasons,'' said Mike Barker, vice president of passenger and light truck tire sales and marketing.
The firm's marketing team, he explained, was looking for an event that would not ...