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Goodyear wished to position their premium brand with their core value of “Safety Through Innovation”. They wanted to communicate this message to the right target audience including 4x4 drivers and luxury car owners.
tmb negotiated a ‘Safety and Innovation Partnership’ between Goodyear and British Eventing. With Goodyear’s investment, British Eventing is carrying out important research into fall analysis to reduce the risk of serious injury. As part of the partnership Goodyear also has branding and hospitality at the events, including the provision of fluorescent safety tabards for the car parking officials and exit signage.
A presence at British Eventing competitions helped to further strengthen Goodyear’s brand positioning. tmb also managed a VIP guest hospitality programme during events.
