Dunlop and Haymarket roll out next phase of multiplatform deal

Dunlop, the tyre manufacturer, has released a new video as part of its multiplatform content partnership with Haymarket Media Group's motoring brands.

The latest video of the partnership launches today. It features Steve Sutcliffe, Autocar's editor at large, driving a Mégane Renaultsport 265 fitted with Dunlop tyres on Crickhowell Road in central Wales.

Liam Maguire produced the video with art direction by Jody Hockley, both of Haymarket Creative solutions. Neil Carey of Green Dog Creative shot and edited the film.

The eight-month campaign is running in print and online on Pistonheads.com, Autocar and Classic & Sports Car.

The series of driving videos, filmed in challenging locations around Europe, showcase Dunlop tyres on the road, creating what the brand calls the "pure driving experience", a results of the heritage and effective grip of Dunlop tyres.

MediaCom Beyond Advertising, MediaCom's sponsorship and events division, and Haymarket's Creative Solutions team created the project.

It will also incorporate editorial feature sponsorship, advertorials, online features, email branding, competitions and a micro-site focused on data capture.

Matt Holliday, an associate director at MediaCom said: "A content-led solution was the answer to engaging Dunlop's target audience of driving enthusiasts as our research told us traditional tyre advertising was getting little traction.

"This fresh approach puts Dunlop at the heart of what our audience love consuming – exciting driving experiences."

Haymarket's Creative Solutions team will produce display media advertising that its claims will point over 56 million online ad impressions to the Dunlop content.

Andy Marfleet, the brand manager for Dunlop, said: "Our focus is very much on the future and we wanted a campaign that encapsulates our approach, as well as bringing the passion, energy and creativity that goes in to our products to life.

"This multi-platform campaign really allows us to do this and crucially for us, lets people get a taster of the Dunlop driver experience."

Haymarket Media Group also publishes MediaWeek.co.uk.

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