UK Replacement Market Targeted in Marangoni Verso Ad Launch
The UK launch of the new Verso tyre by Marangoni S.p.A. is being spearheaded by a high-impact trade advertising campaign, set to run until mid-2007. Highlighting the exceptional comfort and quietness levels of Verso, together with its superb wet weather performance, the striking Italian-created imagery continues the theme of the ‘Intelligent Creatures’ 2006 campaign which proved so successful in building brand awareness in the UK.
Said Derek Carruthers, Marangoni (Car Tyre Division) sales and marketing director: “Our brief to the creative team was to generate ads that were not only visually distinctive but also to link the imagery directly to the exceptionally quiet travel properties of Verso. The result is a campaign that is both outstanding in creative terms and unmistakeably Marangoni.”
The significance of Verso in both the UK and mainland European markets is immense. With a size range spanning over 45 per cent of the target market, Marangoni’s newest tyre positions the Italian-manufacturer ever more strongly against frontline brands. Drawing on both road and competition-proven technology, Marangoni engineers have created a tyre that offers drivers and passengers alike an entirely superior experience at every level. This has been achieved by prioritising the key elements of performance, safety, ride comfort and driver satisfaction that encapsulate all Marangoni core values, ‘The Essence of Driving’.
Continued Derek Carruthers: “This campaign represents a further endorsement of the importance Marangoni attaches to the UK market and the support they are bringing to the brand. The rapidly growing customer awareness for this European-manufactured brand with over half-a-century of significant tyre heritage and a Lifetime Warranty, has resulted in record sales growth over the past year. Certainly the launch of Verso marks another major advance for the brand in the UK.”
Marangoni tyres are distributed through Group Tyre (UK) Limited and are available through Nationwide Group Tyre (UK) Ltd members and Marangoni Intelligence Centres.