Be Tire Smart

May 2022 will always be remembered for a ground-breaking campaign with our longest standing client the Tire and Rubber Association of Canada (TRAC) who we’ve been supporting with PR since 2004! Each spring we conduct a Be Tire Smart campaign to educate Canadian motorists about tire safety and the benefits of proper tire maintenance. Gas prices this spring were at an all-time high and we wanted to leverage consumer interest and tie in the importance of proper tire inflation on fuel efficiency. We created a consumer survey to identify if high gas prices would impact summer vacation plans. The numbers were quite extraordinary, and the media materials were well received by local, regional and national media. In fact, the survey continues to be mentioned in articles throughout the summer. Here’s an example of a national piece on CTV News.