Consisting of a 31-by-98-foot image that replicates the tread of Hankook’s ultra-high performance Ventus V12 evo tire, the display will remain on the façade of the Marriott Marquis hotel for a year.
The company’s return to Times Square stems from a similar tire billboard erected at the same spot in 2010.
“Outstanding positive feedback” from the U.S. and around the world lauding last year’s display “made this year’s signage a solid decision,” according to Soo Il Lee, president of Hankook Tire America Corp.
The image garnered praise for its creative design and unique application as a tire protruding from the front of the building.
“As one of the fastest-growing tire companies in the world, the time has come for Hankook to be in locations like Times Square and alongside other well-known, established brands,” says Lee.
“With more than 1.5 million consumers passing through Times Square every day, we are placing Hankook on one of the largest advertising stages in the world,” he points out.
“This marketing commitment is a huge step forward and represents Hankook’s growing presence and focus in America,” Lee says.
In addition to billboards, print and broadcast advertising, the company’s marketing efforts include promotions such as baseball-themed rebate programs giving consumers the chance to win a new car.
“The goals are to penetrate major metropolitan areas in an effort to raise consumer awareness, increase market presence and foster brand recognition,” says Lee.
For more information, visit www.hankooktireusa.com.