the brief:

To use Hankook’s involvement in motorsport events, such as top level racing and rallying to raise brand profile and awareness of the name and incentivise Hankook dealers to shout about the brand.

LPG has created a PR campaign to leverage Hankook’s event calendar, with both pre/post event press in regional press and motor sport publications. Internet presence has played a large part in the success for the global tyre manufacturer and there has been widespread success in print together with radio and television coverage.