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Uniroyal Hispanic Campaign Earns Prestigious EFFIE Award
for Marketing Effectiveness Greenville, S.C. (April 7, 2004) — A marketing campaign that dramatically increased sales of Uniroyal Tire in South Florida's Hispanic community has earned an EFFIE award, the nation's premier award for success in advertising. The award represents the first time the EFFIEs, presented since 1968 by the New York American Marketing Association, have recognized excellence in Hispanic marketing. The campaign was developed by Uniroyal Tire's advertising agency, Erwin-Penland of Greenville, S.C. and Trone Public Relations of Greensboro, N.C. "The Uniroyal brand has a proud heritage of delivering outstanding quality and value, which are two extremely important qualities to Hispanic consumers," said Tim Jamison, brand director for Uniroyal Tire. "This campaign capitalized on those themes in a creative and compelling fashion and delivered tremendous increases in sales and brand recognition. We were extremely honored to receive this prestigious award and it is indicative of the hard work and dedication displayed by our brand team and agency partners." The award-winning campaign was crafted to acknowledge the unique culture of South Florida's Hispanic community. Television and radio commercials featured multi-generational families, everyday scenarios, familiar language and a traditional Hispanic song, "El Rey" ("The King"), whose "Rodar y Rodar" ("Rolling and Rolling") chorus gave the campaign its name. To further connect with the Hispanic community, Uniroyal sponsored a grassroots youth soccer program and also participated in Calle Ocho, an annual Hispanic street festival that attracts more than one million attendees each year. "Our experience and research indicates that Hispanic consumers are significantly more aware of — and more likely to consider buying Uniroyal tires as a result of this effort," said Jamison. Uniroyal Tire is one of the world's leading manufacturers of tires for passenger and commercial cars, pick-ups, light trucks, mini vans and sport utility vehicles. Dating back to 1892, Uniroyal Tire has developed a reputation for providing high-quality, affordable tires including its Tiger Paw® and Laredo® series. Uniroyal tires offer just the right combination of dependability, traction and grip in almost every weather condition, and come with one of the industry's leading warranties. Visit Uniroyal Tire online at: www.uniroyal.com. |
