NEWS: Continental Tyre makes tracks for a PR agency

Continental Tyre Group, the UK’s second largest tyre maker, is in talks with PR firms about a profile-raising campaign to take on rival Michelin. Tim Bailey, marketing services manager for Continental, whose product portfolio includes Uniroyal, is holding pitches later this month.

Continental Tyre Group, the UK’s second largest tyre maker, is in talks

with PR firms about a profile-raising campaign to take on rival

Michelin. Tim Bailey, marketing services manager for Continental, whose

product portfolio includes Uniroyal, is holding pitches later this

month.



Bailey said he was not planning to terminate contracts with

Continental’s existing agency Linden Marketing and Communications which

handles the company’s media relations. But he said the tyre firm is

looking for an agency to run a high profile ‘promotional’ campaign to

raise awareness of the group’s market share and push the flagship

Continental brand.



‘We see public relations as a job in two parts,’ said Bailey. ‘Getting

press coverage and column inches, and publicity.’



‘The campaign, thought to be worth between pounds 50,000 and pounds

100,000 in fees, will target new car buyers in the ABC1 male bracket,

fleet companies and those responsible for purchasing company cars.



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