Yokohama Tire Corporation has taken an environmentally leadership role within the tire industry. At the Greater Los Angeles Auto Show, it faced the challenge of its environmental message getting lost in the sea of new car coverage.
- Increase Yokohama’s visibility at a show that wasn’t about tires
- Position Yokohama as an environmental tire company
- Gain media visibility for Yokohama’s display
- Create a strong display location at the show
- Include Yokohama’s OEM customer, the “hot” all-electric Tesla Roadster as a key component of the display
- Pitch media before the show with information on Yokohama’s “Green Theme” at the show
- Provide media-knowledgeable staff during media days to get media attention for the display
- Coverage on The New York Times web site including top billing on their Wheels blog and a video
- Major media coverage including the local ABC Network O&O station in Los Angeles, which featured Yokohama’s environmental story and its Super E-Spec tire.