Hankook Tire America Launches 'Never Halfway' U.S. Market Advertising Campaign

New Campaign and Tagline The First Dedicated To The U.S. Market

Nov 02, 2015, 09:00 ET from Hankook Tire America Corp.

WAYNE, N.J., Nov. 2, 2015 /PRNewswire/ -- Hankook Tire America Corp. has announced the launch of its new integrated marketing effort in the United States, including a new tagline 'Never Halfway'.  As the company continues to build its presence in the United States, Hankook tapped INNOCEAN USA to drive the advertising campaign which includes TV, print, digital and social media components. 'Never Halfway' is Hankook's first advertising campaign dedicated to the U.S. market.

Given Hankook's strong affiliation to professional baseball, the campaign launched during the World Series and focuses on tapping into the American enthusiast community who embrace the 'Never Halfway' lifestyle. This spirit is captured in the campaign's 'Chasing Daylight' launch ads which showcase famed nature photographer Chris Burkard and his journey through the American landscape. As Burkard makes his way up California's Pacific Coast Highway he is able to easily cruise through the rugged and breathtaking landscape with his Hankook Dynapro MT off road tire equipped SUV and capture the quintessential California coast sunset from atop the cliffs of Big Sur.

"This is Hankook's first advertising campaign dedicated to the U.S. market, so we wanted to make sure that it not only resonated with an American audience but that we launched it at a time when Americans were paying attention," said Hee-se Ahn, President, Hankook Tire America Corp. "The United States is an important market for Hankook and this new campaign will allow us to build greater awareness with consumers across the country to build Hankook into a top tier brand."

The campaign will run across a variety of print, digital and television networks including ABC Sports,   Discovery Channel, ESPN, Fox Sports, Google, History Channel, MLB Network, Motor Trend,   Road & Track, YouTube and others.

About Hankook Tire America Corp.
Hankook Tire America Corp. is a growing leader in the U.S. tire market, leveraging investments in technology, manufacturing and marketing to deliver high quality, reliable products that are safer for consumers and the environment. Headquartered in Wayne, N.J., Hankook Tire markets and distributes a complete line of high performance and ultra-high performance passenger tires, light truck, SUV tires, as well as medium truck and bus tires in the United States.

About INNOCEAN USA
Founded in 2009, INNOCEAN USA is headquartered in Huntington Beach, California, with offices in New York, Chicago, Hawaii and Dallas. With 300 employees, INNOCEAN USA is part of the INNOCEAN Worldwide network and currently serves as Hyundai Motor America's lead agency, as well as KIA Motors America, NRG Energy and Footjoy. INNOCEAN is passionate about breaking down category conventions, creating new business models, and elevating brands and businesses above the competition.

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SOURCE Hankook Tire America Corp.