The multinational company has shortlisted agencies to pitch for Dunlop tyres for a UK project brief focusing on reaching the mainstream men's lifestyle and technology media.
Kate Macnamara, Goodyear Dunlop communications manager, commented: "Following a research and selection phase, we have asked five agencies to respond to a brief. Based on responses to the brief we will invite three agencies to a pitch.
"This is a small, one-off project to add a new dimension to Dunlop's strong motoring enthusiast focus. This activity will run alongside our campaigns targeted at the driving enthusiast and will be designed to open up a conversation around our Dunlop performance and motorsport story with a new audience."
News of the pitch comes as company gets set to move production of tyres away from its Dunlop Motorsport factory in Birmingham to Germany and France, with the loss of 241 jobs.
The announcement has prompted an offer from the Government last month to subsidise movement to a new site if it keeps its business in the UK.