Dunlop Tire Brand Out to Get More Ink in Las Vegas

Dunlop Tire Brand Out to Get More Ink in Las Vegas

LAS VEGAS, Oct. 31 /PRNewswire/ -- Dunlop's in-your-face guerilla marketing is getting some ink at the Specialty Equipment Market Association show this week.

(Photo: http://www.newscom.com/cgi-bin/prnh/20071031/CLW028 )

Make that stylized Dunlop tattoos that enthusiasts can wear home this year. In fact, 24-year-old Fernando Diaz, an automotive enthusiast from Houston, received his second Dunlop inking; he got his first last year, along with a set of tires.

"I needed another set," Diaz said, as a Las Vegas artist fashioned a smoking tire with Dunlop's "Flying D" logo. Not to be outdone, Denny Jusczak, of Forest Lake, Minn., said this was his third.

Two Las Vegas artists are helping the tire brand to spread its message among the 100,000 strong who attend this aftermarket automotive convention. Appropriately, the theme of the tire brand's booth in the convention center's South Hall is the "Art of Performance."

"Dunlop has many brand devotees who are truly connected to the driving experience. They see this as an opportunity to show their ultimate commitment to Dunlop by permanently displaying our logo on their bodies," said Janice Consolacion, manager of Dunlop marketing.

"The tattooed become Dunlop ambassadors as they walk the show floor and eventually go out into their communities. They become a symbol of our brand's style and performance," Consolacion said.

In the past, Dunlop has created buzz here with treadheads, enthusiasts who had hair stylists shave tread patterns onto their heads for a chance to win a set of tires. Tattoos, she said, seemed the obvious next step.

"The treadheads were temporary. Their hair would quickly grow to hide our exciting tread designs. We're finding those who wear Dunlop tattoos are more committed to helping us spread the message. It's also helping us escape from traditional media that tends to be expensive and cluttered with messages," she said.

Tattoos also are more mainstream, as increasing numbers of professionals, star athletes and celebrities seek the artistry of a tattoo. In fact, in 2002, Esquire estimated that 1 in 8 Americans wore tattoos. A 2006 survey by Pew Research Center found 36 percent of 18- to 25-year-olds and 40 percent of 25- to 29-year-olds have at least one tattoo.

Not one to be needled, the tattoo industry is hot property. More than 20,000 tattoo parlors operate in the United States, according to U.S. News & World Report.

With recognition of that popularity, celebrity tattoo artist Kat Von D will announce today Dunlop's Maxxed Out Awards, the annual salute to the finest car builders in the aftermarket universe. Show attendees also can register to win a free tat from Kat at her West Hollywood, Calif., studio.

Consolacion said, "Without a doubt, the Dunlop tattooed cut to the chase. They're different; they're all about driving and performance. They seek creative ways to express themselves, and they're not afraid to show it."

Dunlop is a global tire brand with an excellent reputation among performance car enthusiasts. Well known for its prestigious original- equipment fitments and sports car racing heritage, Dunlop is also a key supplier to sport compact enthusiasts featuring "tuner" tire sizes and race series sponsorships.

For more information on Dunlop performance, go to http://www.dunloptires.com/.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20071031/CLW028
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN2
PRN Photo Desk, photodesk@prnewswire.com

Source: Dunlop Tires

CONTACT: Dave Wilkins for Dunlop Tires, +1-330-796-3758,
dfwilkins@goodyear.com

Web site: http://www.dunloptires.com/

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Profile: International Entertainment