The UK brief involves promoting the brand's sponsorship of the 2010 FIFA World Cup in South Africa. The agency will also focus on a consumer campaign to communicate Continental Tyre's safety message, targeting publications beyond the traditional motoring media.
Laura Hardy, communications manager for Continental Tyres said the brand was looking to penetrate the general lifestyle consumer media. ‘The vast majority of drivers do not read the motoring press and safety is not always the most attractive message,' said Hardy.
Automotive PR will continue to manage Continental's UK truck and van PR activity, while the company's motoring PR will be carried out in-house.