Tue December 1 01:34 am 2020 in category Company news

Nokian Tyres Partners with Outside TV to Engage Drivers This Winter

The global tire company is teaming up with Outside TV to tell its story of safety and sustainability

DAYTON, Tenn. – Chris Davenport plunges down Colorado peaks as a ski mountaineer. Daron Rahlves carves through California snow as a professional skier and coach. But before either of them can navigate their way down the mountain, they have to navigate their way to the mountain.

Nokian Tyres is helping tell their stories through a dynamic new partnership that aims to familiarize adventurers with its products: The inventor of the winter tire is teaming up with Outside TV to present viewers with content that reinforces the company’s mission of safety and sustainability.

The campaign will introduce Outside TV fans to Nokian Tyres through TV segments, custom digital content and targeted online advertising.

“Our products provide peace of mind for every adventure, and Outside TV specializes in telling stories of adventure,” said Nokian Tyres Director of Marketing Hans Dyhrman. “We believe this partnership is a natural fit that will connect Outside TV viewers with our safe, sustainable products.”

“Being able to authentically connect the athletes, stories, and most importantly, the safety of adventure, together in content, is what our audience has come to expect on Outside TV,” said Carmine Parisi, Outside TV’s Chief Revenue Officer. “Nokian Tyres and our team at Outside TV Studios have done just that, and we are excited to share these with viewers across all our platforms.”

Viewers can visit OutsideTV.com or Nokian Tyres’ YouTube page to watch videos of Chris and Daron. Those segments and other content will also appear on Outside TV.

The campaign is Nokian Tyres’ latest effort to expand its presence in North America. The company opened a state-of-the-art, sustainable production factory in Southeast Tennessee in 2019 that recently earned LEED v4 Silver certification. It also engaged with consumers through several marketing campaigns in 2020. Fresh Start provided tips on keeping tires in good shape during the COVID-19 shutdown, and Beautiful Journey invited drivers to submit their favorite road trips for a chance to win free tires.

Nokian Tyres invented the winter tire in 1932 and owns the largest winter tire test facility in the world, north of the Arctic Circle in Ivalo, Finland. The company also crafts all-season and all-weather tires that are tailored to the needs of North American drivers.