Goodyear Inks NHL Legend Wayne Gretzky
28 September 1999
Goodyear Inks NHL Legend Wayne Gretzky
NEW YORK--Sept. 28, 1999--Grip" Winter Tire Lineup, Creating Partnership Of The Two Greatest
Performers On Ice
Today, from center ice at Madison Square Garden, Goodyear announced a strategic marketing agreement with hockey legend Wayne Gretzky to launch the company's new line of Ultra Grip winter ice tires as part of an effort to increase its North American marketshare.
Gretzky, 39, will work with Goodyear to help educate consumers about the importance, and performance benefits, of winter tires vs. all-season radials in cold weather climates. While nearly 80 percent of Scandinavian drivers, 50 percent of Austrian drivers, 33 percent of German drivers and 20 percent of Canadian drivers switch to winter tires during the winter months, only about 4.5 percent of American drivers switch.
The Goodyear Ultra Grip Ice tire, designed in the U.S. to meet the demands of North American winters, features IceLoc(TM), a revolutionary silica tread compound that improves ice traction 40 percent over all-season tires and 12 percent over conventional winter tires.
"Wayne Gretzky represents the ideal marketing fit with Goodyear as a company, as well as our winter performance products," said Marco Molinari, vice president of sales and marketing for Goodyear's North American Tire Operations. "He has exhibited tremendous character on and off the ice and his name is synonymous with preparation, quality, championship performance, durability, grace and competitive toughness. He is the best there ever was ... like Goodyear and our product line."
"When I think of Goodyear, I think about reliability and safety. I grew up driving on icy roads in Canada," said Gretzky. "As a hockey player, I learned early the importance of having the right equipment before hitting the ice. As a father, the safety of my family is my top priority and the Ultra Grip tires clearly provide a competitive edge when driving in icy conditions."
The national print ad will break in the October issues of national and international publications as part of a $6 million integrated marketing launch which also includes television and a millennium-themed, mega-promotion and point-of-sale materials in 4,000 participating Northern U.S. and Canadian Goodyear retail stores.
The print ads and point-of-purchase materials will also direct consumers to participate in the cornerstone of the launch: the Goodyear Ultra Grip Ultra Trip, a millennium mega-promotion that promises the perfectly gripping plan for consumers looking for something memorable to do this New Year's Millennium Eve.
Consumers can enter and win through an international contest and sweepstakes as well as a series of regional radio promotions. They include the "Most Gripping Moments of the 20th Century" Sweepstakes, in which consumers can cast their votes for the biggest moments of the century. The "Most Gripping Moment of My Life" Essay Contest, in which consumers share their gripping stories in hopes of becoming one of eight finalists selected to compete at a finals media event and regional radio promotions.
All winners will converge on New York City on New Year's Eve 1999 for the ultimate millennium party package. The trip includes two days in New York City, a chartered ProAir party jet trip from New York to Los Angeles on New Year's Eve and tickets to the Rose Bowl Parade and Game on New Year's Day. The Sweepstakes and Contest winners will each receive the grand prize, a 2000 Mazda Millennium-Edition Millenia luxury sedan complete with a set of Goodyear Ultra Grip winter tires.
Both Mazda North American Operations and ProAir are participating in the Ultra Trip program as cross-promotional partners.
The launch will also include spot and national television advertising, radio promotions in 10 major Northern U.S. markets, Internet advertising and website hotlinks.