Media Relations: Continental Tyres in World Cup link

Continental Tyres UK is using its sponsorship of the 2006 FIFA World Cup to talk about grip, performance and teamwork in lifestyle media.

The campaign by the Red Consultancy will capitalise on Continental's association with soccer through initiatives such as a driving school for footballers, run by brand ambassador Alan Shearer.

It will highlight its performance in sports, while storylines will specifically target women, who Red MD Andrew Baiden explained account for about 39 per cent of tyre purchases.

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