Hankook Tire Revs-Up Marketing Engine with Re-Launch of Tire Billboard in the Heart of Times Square

WAYNE, NJ--March 14, 2011: Hankook Tire America Corp. today rolled into New York City's iconic advertising landmark, Times Square, and this time it plans to stay for a while. In a re-launch of its popular tire-shaped billboard, Hankook kicked off a new marketing initiative that will make it a visual staple right in the center of America's most famous intersection for at least one full year.

“As one of the fastest growing tire companies in the world, the time has come for Hankook to be in locations like Times Square and alongside other well-known, established brands”

The billboard, a 31-by-98-foot image that replicates the tread of Hankook Tire's ultra-high performance Ventus V12 evo tire, will remain on the facade of the Marriott Marquis hotel in prominent display for a full year. Hankook's decision to return to Times Square stems from a similar tire billboard erected in the same location in 2010. The outstanding positive feedback that Hankook received from last year's Times Square billboard, both in the United States and around the world, made this year's signage a solid decision. Hankook's 2010 billboard was praised for its creative design and unique application as a tire protruding from the front of the building.

"As one of the fastest growing tire companies in the world, the time has come for Hankook to be in locations like Times Square and alongside other well-known, established brands," said Soo Il Lee, president of Hankook Tire America Corp. "With more than 1.5 million consumers passing through Times Square every day, we are placing Hankook on one of the largest advertising stages in the world. This marketing commitment is a huge step forward and represents Hankook's growing presence and focus in America."

The dynamic billboard promotion is another demonstration of Hankook Tire's innovative approach to reaching American consumers through integrated marketing efforts. In addition to billboards, print and broadcast advertising, Hankook's marketing efforts include exciting and engaging consumer promotions, such as baseball-themed rebate programs giving consumers the chance to win a new car in addition to a rebate. The goals are to penetrate major metropolitan areas in an effort to raise consumer awareness, increase market presence and foster brand recognition.

About Hankook Tire America Corp.

Headquartered in Wayne, N.J., Hankook Tire America Corp. is a technology-focused, market-driven company that markets and distributes a complete line of high performance and ultra-high performance passenger tires, light truck, SUV tires, as well as medium truck and bus tires to more than 400 independent dealers through 3000+ retail sales locations in the United States.