Running With the Supermodels

Zimmerman, Tire Maker in Fast Company
ATLANTA–Continental General Tire launches the biggest marketing effort in its history this week. The push stars a two-page spread specifically designed for the swimsuit issue of Sports Illustrated.
A close-up of the Continental brand tire on a slightly out-of-focus sports car reads, “What the supermodels are wearing this year.” The line plays off both the magazine’s editorial content and the tire’s popularity with high-performance car drivers.
Created by The Zimmerman Agency in Tallahassee, Fla., the ad is one of eight print executions aimed at consumers. Tagged “What drives you,” the work will continue in the sports periodical and appear every Monday on the second page of USA Today’s sports section through year’s end. Print buys in magazines like Golf Digest and Road & Track are also planned.
The corporate trade message, set to appear in publications like Tire Review and Modern Tire Dealer, addresses the Charlotte, N.C., company’s renewed commitment to its dealers and distributors. A different tagline, “What ever it takes,” reinforces that position in a series of six print executions.
The campaign’s media budget is estimated at $8-10 million.