Nitto Tire Launches National Consumer Campaign to Support All-Season Motivo Tire

New Program is Nitto Tire's Biggest Spend Yet, Includes Outdoor, Comprehensive Digital and Social Strategies

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May 22, 2012, 08:08 ET

CYPRESS, Calif., May 22, 2012 /PRNewswire/ -- Nitto Tire is kicking off an exciting new multi-faceted marketing initiative for its all-season, ultra high performance tire, Motivo. Motivo is the first tire to fulfill the demands of active lifestyles with safety on challenging roads and in all weather conditions. The tire is also available with a 60,000 mile limited treadwear warranty, the industry's number one treadwear warranty for all-season performance tires.*

Nitto Tire is the leading choice of high performance enthusiasts, and the company is investing heavily to establish the brand with wider audiences. Consumers will see a strong digital presence for Motivo with a comprehensive media buy on sites such as CarAndDriver.com, AutoGuide.com properties and other enthusiast sites. Outdoor buys have been secured in more than 50 markets from coast to coast. Nitto Tire is also rolling out a strategic social campaign as part of the program.

Central to the rollout is www.ExperienceMotivo.com, a dedicated hub for fans, consumers and dealers that offers detailed information, reviews and videos on the new tire. Multiple programs will be rolled out over the next few months to heighten Motivo's profile among tire buyers:

A three-month outdoor billboard buy for Motivo brand tires in more than 50 markets across the nation

A comprehensive and dedicated Motivo online banner campaign on several hundred sites
Social media programs and community activations
An extensive tire sampling program
A series of digital video ads
Mobile elements with smartphone and tablet technology integration
Ongoing ExperienceMotivo.com enhancements and updated content

"Nitto Tire's Motivo rollout is designed to showcase and educate general consumers on the value and importance of the long-lasting, quiet, all-season Motivo," said Gloria Miyamoto, Marketing Manager, Nitto Tire. "We expect a tremendous interaction between high performance fans, new customers and dealers through ExperienceMotivo.com."

More About The Motivo Tire

Motivo is the evolution of Nitto Tire's ultra high performance street tires engineered to perform in all-season conditions for the general consumer market. The tire blends a sport-luxury appearance with balanced performance in wet, winter and dry. Nitto Tire has pioneered an all-new compound to prolong treadlife of the tire and the tread block arrangement has been optimized to provide a quieter ride. Motivo features include a unique asymmetrical tread design that allows for exceptional cornering performance and directional stability, wide grooves and open lateral slits for extraordinary performance on wet pavement as well as 3D and fin sipes that help provide additional traction in winter conditions.

For more information on Motivo tires or to find a local dealer, visit www.ExperienceMotivo.com.

About Nitto Tire

Nitto Tire (www.nittotire.com) develops performance tires for all uses, including racing, off-road and street. Using state-of-the-art manufacturing and testing facilities in both Japan and the United States – Nitto provides innovative and high-quality performance tires for the most demanding automotive enthusiasts. For more information about Nitto or its products, visit the company's web site or contact the company directly. Nitto is a registered trademark of Nitto Tire U.S.A. Inc., located at 5665 Plaza Drive, Ste. 250, Cypress, Calif., 90630.

*Nitto Motivo 60,000 mile limited treadwear warranty is the longest treadwear warranty among all manufacturer's published warranties (as of May 2012) for W & Y speed rated all-season ultra-high performance tires.

SOURCE Nitto Tire