Tire Specialist Selects Republik

ATLANTA Colony Tire said it has selected The Republik following a review to launch a $1 million advertising campaign for the company’s retail consumer division.

“Tire category advertising can get pretty formulaic,” said Ashley Aydlett, the company’s marketing manager. “The Republik will push us right up to, or even past, our comfort level.”

The independent Durham, N.C., shop will produce television, radio, Internet, direct mail and newspaper advertising for the company that will launch during the last week of May, Aydlett said. About 75 percent of the company’s ad budget is spent on broadcast work, she said.

The campaign will run in North Carolina and Virginia where Colony has 40 tire and service centers.

The account had for two years been handled by The Primm Co. in Norfolk, Va., which defended.