Universal McCann brokered the £500,000 campaign, which includes a series of advertorials in The Sunday Times magazine, display advertising through Times Travel, Times Sport, Sunday Times News and Travel, plus a raft of activity through Times Online.
Goodyear will highlight its ties to six sport and leisure activities and ways in which the brand has developed safety initiatives in these areas. The brand will promote its partnership with British Eventing, the horse riding organisation that encourages riders to wear safety gear.
A campaign site on Times Online will target parents with information about how children can participate in sport safely. The site, titled My First Step, will feature a competition offering opportunities to participate in a range of different sports.
Innovations in equipment, training and technology in activities such as skiing, sailing, mountain biking and hiking will all feature in Goodyear's cross-media campaign.
This article was first published on Media Week