In order to strengthen brand image and increase tire sales in China, Goodyear reached for the skies and created a memorable and eye-catching brand ambassador, the Goodyear blimp. Weber Shandwick in Beijing was appointed to provide strategic counsel and project management to promote the blimp to media and consumers.

The Goodyear blimp launch campaign included a press conference in Guangzhou and on-line activities throughout the country.  

To kick-off the campaign, the Beijing team worked with China’s most influential news and entertainment site, Sina, to launch the “Naming the Blimp” contest. An in-depth webpage presenting the Goodyear blimp was also created in conjunction with Sina.

On September 1, local media and national auto media were invited to attend a press conference to witness the take-off of the Goodyear blimp and find out more about the company and its achievements. The winner of the blimp naming competition was also announced.

The Beijing team also developed an online “respond to win Goodyear gifts” competition which was launched with another influential lifestyle website, Tom. Entrants had to answer three questions about Goodyear for the chance to win a Goodyear t-shirt, bag, or blimp toy.

The media communication and interactive consumer campaigns were a great success and media coverage surrounding Goodyear was superb. Website activity on both the Sina and Tom sites has increased in the thousands.

Account Director: Alan Hong
ahong@webershandwick.com

Goodyear Blimp Chinese name announcement at the press conference	Goodyear blimp photo release nationwide