Maxxis International has launched a new advertising campaign that focuses on the people who trust its tyres to deliver on the world’s roads, racetracks and off-road courses. The new ‘Good company. Always.’ campaign will run in trade, motorsport and consumer media throughout 2014, highlighting the benefits of using the manufacturer’s tyres through the people that use them for personal and professional transport.
The new Maxxis International advertising campaign is quite a departure from its predecessors, as managing director Derek McMartin explains: “Up until now we’ve always focused on purely on cold technical detail to highlight the performance advantages of our tyres. With this year’s campaign we’ve supplemented the hard facts with an explanation of the reasons that high profile people and organisations choose to use them, and why dealers should recommend them. As well as print advertising we’ll be issuing point of sale and merchandising materials that follow the same theme, and we’re expecting great things in the year to come.”
The ‘Good company. Always.’ campaign features Maxxis sponsored motorsport teams, key dealers and other affiliates, and explains why each of these parties choose to use the manufacturers tyres. The first wave of print ads were launched in Q1 2014, and subsequent versions are scheduled to run for the next 12 months.