Dunlop Website Takes Silver PR Pride Award
Goodyear Dunlop had great success during November’s Midlands PR Pride awards. The Dunlop driversknow.co.uk website picked up a Silver Award for Best Website, an achievement for the brand that Dunlop says emphasises its drive to be “first with premium brands.” The Dunlop brand experience site driversknow.co.uk was revamped and relaunched in April 2007, with the focus of the new site being to connect with the ‘passionate driver’ who is at the heart of the Dunlop Brand target segment. In designing the new site Dunlop set out to continue in its quest to build a community of passionate brand advocates for Dunlop within this very competitive segment.
The DriversKnow site showcases Dunlop’s involvement at the heart of British Motorsport, including the company’s 2007 highlights in this arena – the Race Academy competition, said to be the best ever, with over 9,000 entrants; the launch of Fantasy BTCC; Dunlop’s successful season with the Dunlop Great and British Festivals and the ongoing success in the British Superbike series.
“The web today is all about interactivity, social networking and building communities. Dunlop will launch Phase 2 of DriversKnow in November, introducing a range of new user generating technology that will allow the DriversKnow community to tap into the YouTube, myspace zeitgeist and enrich their online interaction with the Dunlop Brand,” said Geraldine McGovern, Dunlop E-business & Digital Manager.
After a successful launch and with the site having built a community of 50,000 registered users, DriversKnow was nominated for a PR Pride award as an example of best practice online. The PR Pride awards celebrate companies’ excellence in the PR Industry. Dunlop was proud to pick up the Silver Award for their contribution. “Winning this award has really emphasised the work that we have put in re-launching drivers know,” added McGovern. “When we set out to revamp the site we had clear aims and objectives that we wanted to meet and in doing this it has enabled us to win such a wonderful award.”
This win supports the wider marketing campaign, including television advertising and sponsorship, that Dunlop has rolled out to cultivate its status as a premium performance brand.