Continental starts off in 2011 in Europe with a new brand communication strategy

03/10/2011

• Awareness of the Continental premium brand shall be increased further
• International campaign can be seen as of now on TV, in print media and online
• "Best braking performance" brand statement will be strengthened further
• Focus is on addressing specific target groups

Here you can watch the current campaign spots...

"With our new communication strategy, we want to ensure an integrated presence aimed even more sharply at the different target groups with immediate effect. With our core brand statement, we will continue to offer the best braking and safety performance for our products with the premium Continental brand", explains Communication Manager Silke Gliemann. In the years to come, women and families will increasingly become one of the most important target groups along side the still mainly male tyre buyers. The new campaign with its focus on female and male drivers with and without children in different driving situations takes this trend into account.

"Of course, we will also adapt our campaign in autumn for the winter tyre segment in which drivers have always highly valued very good safety performance", says Ms Gliemann drawing attention to the coming winter season. "Our strong position as market leader in the European original equipment business with more than 30% of the market share as well as the very good results we achieved over many years in tyre tests conducted by independent specialist magazines particularly help us here in securing a high level of credibility.

We have made great progress with our brand communication strategy over the past years in increasing the level of awareness in many countries", says Ms Gliemann looking back. The focus then was predominantly on the integration of international football sponsoring. This strategy proved to be a success and will also be pursued in the future.

The preparations for the reorientation of Continental's brand communication for passenger tires were made step-by-step together with the Hamburg-based communication agency, ServicePlan, who has been working for Continental since 2010. Initiative Media, a media agency in Hamburg, has been supporting Continental since 2003 in international media planning and booking.