Goodyear Canada is following Goodyear's Serious Freedom branding campaign running in the U.S. but has added its own promotion for the 750 retailers north of the border.
Support comes from national television and radio with direct mail and point-of-purchase upcoming later this week for the give-away, which runs from April 14 until the end of the year.
Due North Communications in Toronto and Martel et Compagnie in Montreal handle in English and French Canada respectively.
For television, "we're upspending considerably versus the last four or five years," says Ian McIntosh, Goodyear Canada's director of advertising and strategic development. "We're stepping up to the plate."
Goodyear and Michelin share the No. 1 and 2 spots among national tire brands in Canada, McIntosh claims. "We win some months. They win some months."
Along with unlimited use of the executive jet to fly throughout North America, the winner receives $3,700 in spending money and 15 nights in any ITT Sheraton Hotel there.
Copyright April 1997, Crain Communications Inc.