The brand, which sponsors the quadrenniel football tournament, has tasked The Moment with creating an integrated TV, digital and experiential campaign.
Continental wants to increase its awareness among customers and highlight the message that "Continental will be getting teams to the game safely". It will fit team buses with Continental tyres.
The campaign, which will run across TV, online, outdoor, print and social media, will also try to shift focus away from the 24 national teams participating in the tournament by shining a spotlight on unsung heroes who drive to and from football matches across the UK each week.
Peter Robb, the marketing communications manager at Continental Tyres, said:
"With England, Wales, Northern Ireland and Republic of Ireland all qualified, this gives our brand a great opportunity for potential activation and engagement towards Continental Tyres getting you to the game safely."
Initiative has handled the media planning and buying for Continental across Europe since 2003.