180 print campaign focuses on Dunlop's Le Mans credentials

June 07, 2002

How long?

3-4 minutes

180 print campaign focuses on Dunlop's Le Mans credentials

The famous 24-hour annual Le Mans motor race is being promoted through a print and poster campaign from Dunlop UK, created by the Amsterdam-based 180.

The campaign is aimed at reinforcing Dunlop's association with the endurance race and the Bentley team - which the tyre manufacturer is sponsoring.

It will run in the national press and in motoring magazines for two weeks, and at Channel ports to target race enthusiasts travelling to Le Mans, which takes place on 15-16 June. Media planning and buying for the campaign is handled by Media ��pk10 Services.

180's campaign shows Bentley team cars racing around the circuit, and describes the tactics used by those following the race to keep track of the action. One shows how photographers constantly adjust their shutter speeds in the hope of getting a shot, while "the tyres keep pushing on".

Dunlop's marketing services manager, Geraldine McGovern, said: "The Dunlop Le Mans campaign celebrates our association with Bentley, another marque with a great racing tradition, and emphasises Dunlop's success in bringing race technology to high-performance motoring."