TORONTO: Tire manufacturer Goodyear Canada is launching an
aggressive PR campaign to reintroduce the Dunlop brand to the Canadian
Goodyear tapped Toronto's Environics Communications earlier this summer
in a five-agency run-off to help it with strategic and brand-building
counsel, as well as consult on consumer and dealer initiatives across
Jane Wilcox, PR director for Goodyear Canada, said, "The Dunlop brand
has not been supported for well over 10 - even 15 - years." But the new
effort will be strictly a PR campaign with no advertising. Goodyear's
primary strategy will be to use creative events, and Wilcox added that
the target audience is one of the most difficult to reach: 18- to
This is the first time that Goodyear Canada has hired a PR agency.
Everything had been handled internally, Wilcox said, but with such an
aggressive program, the company needed outside help.
Wilcox said there were two major events launching this summer.
"Goodyear's Drive for the Gold" features a Zamboni, an ice-clearing
machine used on skating rinks, that will be retrofitted for it to be
driven across Canada.
The Zamboni will start in September in St. John's, Newfoundland, and
will travel across Canada to Victoria, BC, before heading to Salt Lake
City for the Winter Olympics. The effort will raise money for the
Canadian Hockey Association, which supports youth hockey. Goodyear has
the sponsorship rights to Team Canada, the country's Olympic hockey
The second major event will give Canadians in eight markets the
opportunity to take a spin in a Lamborghini or Ferrari. Wilcox said the
cars will be parked in high-traffic areas to attract attention, and that
passersby will be able to drive the cars that most people only dream
about owning, much less test-driving.