NASSAU, Bahamas (April 15, 2010)—Continental Tire the Americas L.L.C. will go to market this year under a new banner—“Innovative Technology. Driving Confidence”—which represents a maturing of the brand in the marketplace, CTA executives told dealers today in Nassau attending the 2010 Gold Dealer incentive trip.
The new tag line replaces “Tires Engineered in Germany” and will be part of all CTA advertising and promotional efforts, according to CTA Vice President Bill Caldwell, who also noted the tire maker's new promotional vehicles, its sponsorship of Major League Soccer and Grand-Am Racing as the company enhances its efforts to build brand awareness in North America.
The company tested seven promotional slogans before settling on the new one, said Travis Roffler, CTA's director of marketing. “It's our new 'mantra,' if you will,” he told more than 400 Gold Dealer program attendees aboard the Majesty of the Seas cruise ship docked at Nassua.
Roffler described CTA's new promotional vehicles as “endemic” (Grand Am) and “non-endemic” (MLS), but said Conti is working on ways to tie the two together.