Dunlop Awarded Marketing Design Award
Dunlop Tyres has been highly commended by marketing magazine, winning recognition in two categories. In the 2005 awards Dunlop has been presented with the marketing design ‘Award’ in the Sport and Leisure category and was ‘Highly Commended’ for Advertising and Sponsorship.
Over the last year Dunlop has overhauled its brand identity in the UK, designing it to shift brand perceptions to ignite the style and lifestyle elements of the brand. The strategy has clearly positioned Dunlop as the sports performance tyre brand for “Drivers in the Know.” New brand language was developed to represent Dunlop’s high performance credentials whilst leveraging the brand’s status, its success in motorsport and credentials as an extremely successful original equipment fitment brand on premium cars such as Audi, BMW, Mercedes, Lexus and Jaguar.
Under the proposition ‘Drivers Know’, a new brand language and expression was developed across a range of applications. The first manifestation of the new brand language was unveiled at Autosport International in January 2005 where Dunlop was awarded ‘best stand.’
In motorsport Dunlop announced a new three-year deal as title sponsors of the Dunlop MSA British Touring Car Championship screened on ITV. The sponsorship programme included hospitality events at circuits, TV sponsorship ‘bumpers’ and the Café Dunlop unit situated in the pit lane at all Championship circuits for motor racing personnel and enthusiasts.
“It is an honour to win this award and shows how far we have come with the brand over the last couple of years,’ says Simon Durston-Smith of the Dunlop Brand Team. “We have used the prestige of being the primary sponsor of the British Touring Car Championship to emphasise Dunlop’s position as the iconic brand in British motorsport whilst using our brand language to resonate with a younger audience and communicate the benefits of Dunlop’s high performance product range.”