Burson-Marsteller has been named public relations agency of record for General Tire in China.
Led from Shanghai, Burson-Marsteller will provide integrated marketing communications services that include a digital components to support the brand’s launch and awareness initiatives in China.
Under the partnership, the firm will also offer counsel to the tire-maker to expand brand awareness within the Chinese tire market through consumer-focused campaigns concentrating on storytelling.
General Tire, part of the Germany-based group Continental AG, specialises in manufacturing tire products for passenger car and off-road tires.
The partnership kicked off in May 2017, with a launch in Malaysia for Chinese media and KOLs, complete with off-road test driving in the rainforest, live streaming of the event and customised videos of key auto KOLs detailing their off-road experience.
“We are excited to be partnering with Burson-Marsteller to drive public relations and communications for General Tire in China, and even more so following the firm’s seamless integration and execution of the recent launch event in Malaysia,” said Sandy Wu, marketing director of Continental Tires (China) Co.
“We are proud to be playing a significant role in taking General Tire to new heights within China, the fastest growing auto market in the world, and we look forward to the ongoing opportunity to deliver integrated communications work that supports General Tire’s business goals,” said Candice Yeo, East China market leader at Burson-Marsteller.