FULLERTON, Calif. (April 7) — Yokohama Tire Corp. is unveiling a new corporate look in a series of trade ads that are currently hitting the market.
"Our fresh, corporate branding campaign in automotive and tire trades targets key influencers, such as OEM and aftermarket executives," said Jim MacMaster, Yokohama executive vice president, business division. "Yokohama is a global brand with Japanese innovation and craftsmanship at its core, and these trade ads represent our values and personality. By carrying our overall ´Uncompromising Performance´ message, we´re able to convey that innovation, craftsmanship and safety are all part of the Yokohama story."
Within the last year, Yokohama has signed long-term agreements to sponsor the Los Angeles Auto Show and the Pebble Beach Concours d´Elegance. These events, along with the new ads, are all part of the Fullerton-based company´s plan "to use new media to convey the company´s unique heritage and worldwide appeal," MacMaster said.
Besides trade ads, another new series of ads directed at consumer will be launched later in the spring.