Hankook has kicked off a new marketing initiative that
includes re-erecting its giant billboard overlooking Times
Square in New York City.
Consisting of a 31-by-98-foot image that replicates the tread
of Hankook’s ultra-high performance Ventus V12 evo tire, the
display will remain on the façade of the Marriott Marquis
hotel for a year.
The company’s return to Times Square stems from a similar tire
billboard erected at the same spot in 2010.
“Outstanding positive feedback” from the U.S. and around the
world lauding last year’s display “made this year’s signage a
solid decision,” according to Soo Il Lee, president of Hankook
Tire America Corp.
The image garnered praise for its creative design and unique
application as a tire protruding from the front of the
building.
“As one of the fastest-growing tire companies in the world,
the time has come for Hankook to be in locations like Times
Square and alongside other well-known, established brands,”
says Lee.
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“With more than 1.5 million consumers passing through Times
Square every day, we are placing Hankook on one of the largest
advertising stages in the world,” he points out.
“This marketing commitment is a huge step forward and
represents Hankook’s growing presence and focus in America,”
Lee says.
In addition to billboards, print and broadcast advertising,
the company’s marketing efforts include promotions such as
baseball-themed rebate programs giving consumers the chance to
win a new car.
“The goals are to penetrate major metropolitan areas in an
effort to raise consumer awareness, increase market presence
and foster brand recognition,” says Lee.
For more information, visit www.hankooktireusa.com.