LONDON: Goodyear Dunlop is on the hunt for PR support as it tries to break its tire brand into lifestyle media.
The multinational company has shortlisted agencies to pitch for Dunlop tires for a UK project focusing on reaching the mainstream men's lifestyle and technology media.
Kate Macnamara, Goodyear Dunlop communications manager, commented that "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," she said. "This activity will run alongside our campaigns targeted at the driving enthusiast and will be designed to open up a conversation about our Dunlop performance and motorsport story with a new audience."
News of the pitch comes as the company is planning to move production of tires from its Dunlop Motorsport factory in Birmingham, UK, to Germany and France, resulting in the loss of 241 jobs.
The announcement prompted an offer from the UK government last month to subsidize movement to a new site if Goodyear Dunlop keeps its business in the UK.
This story originally appeared on the website of PRWeek UK.