Vredestein launches Europe-wide billboard campaign
The burghers of 37 European cities are the target audience for Vredestein’s largest ever billboard campaign. To coincide with the opening of the Geneva Autosalon, the Dutch brand has taken a total of 10,156 square metres of advertising space in prime locations.
“Outdoor mass communication has become an important element in Vredestein’s marketing strategy,” the tyre maker explains. “To offer its dealers even better support with market awareness and the sales process, Vredestein has chosen this striking form of advertising. All the billboards are in prominent, dynamic prime locations with lots of traffic, and range in size from 72 to 848.24 square metres.”
The billboards focus on the Vredestein Sportrac 3, a product the manufacturer notes performed well in recent summer tyre tests carried out by German, Swiss and Austrian motoring associations. “In this campaign we very consciously chose to put our brand values of quality and safety in the foreground and our design and trendy lifestyle values in second place. Consumers have come to perceive Vredestein as a winter tyre specialist, and with this campaign we want to emphasise that we are also a top player in the field of summer tyres,” explains marketing communication manager Bandi Vaczi.