ATLANTA—Apollo Tyres Ltd. is launching a streamlined marketing campaign in North America for its Vredestein brand, with the goal of emphasizing the quality of its product lines as well as boosting dealer profitability.
The India-based tire maker said it will showcase the brand on several fronts, including online digital ads, billboard and digital out-of-home ads, in an effort to shed light on the company's story and its Vredestein lineup.
The company said it plans to roll out several products across multiple categories in the coming months.
The marketing assets will be in collaboration with the company's dealer network, using co-branded advertisements through targeted campaigns.
The goal, Apollo said, is to create more than 8 million interactions with consumers looking to purchase tires.
Abhishek Bisht, global head of new markets and channels at Apollo, said the company considers customers as true partners.
"With this collaborative marketing campaign, we will identify and communicate with consumers looking to buy premium quality winter and all-weather tires and lead them to our partner network, resulting in a win-win situation for both," Mr. Bisht said.
The campaign will be active through January. Apollo will emphasize to consumers the benefits of replacing the all-season/winter tire combination with its all-weather portfolio, or to upgrade in winter tires in more extreme conditions.
Recently, the Vredestein Quatrac Pro was ranked as the top grand touring all-season tire in a test conducted by Tire Rack Inc. In that test, the Quatrac Pro outpaced Continental Tire The Americas L.L.C.'s PureContact LS, Michelin North America Inc.'s Primacy Tour A/S and Bridgestone Americas Inc.'s Turanza QuietTrack.
In addition, Consumer Reports recently rated the Vredestein Wintrac Pro as its top performance winter tire, with the Wintrac Pro offering "outstanding snow traction and ice braking," according to the report written by CR staff writer Jeff S. Bartlett.
The Vredestein brand has been around for over 100 years. Apollo has controlled the brand since 2009 when it acquired Netherlands-based Apollo Vredestein B.V., which still produces Vredestein-brand tires at its plant in Enschede.
Apollo Tyres recently appointed Iris Nation Worldwide Ltd., a London-based advertising agency, to be its lead brand strategy and creative agency in North America for the Vredestein brand.