Dayton kicks off brand refresh at MATS

LOUISVILLE. An ongoing brand refresh for Dayton commercial truck tires will gets its official unveiling this week at the Mid-America Trucking Show here.

A division of Bridgestone Commercial, the Dayton recently introduced eight new tires to its lineup. The brand refresh coincides with a new marketing campaign entitled Tires for Truckers and a new website

“The campaign captures the spirit of commitment and determination exhibited by today’s truckers. They have a job to get done and deadlines to meet. They don’t have time for down time because if they aren’t moving, they aren’t earning,” said Matt Loos, Director of Truck & Bus Marketing, Bridgestone Commercial. “Our campaign, Tires for Truckers, gets to the heart of what we provide to these hard working individuals – affordable tires that keep them moving.”

In addition to the new website, the Dayton campaign includes a national advertising campaign, including billboards in heavily traveled truck corridors.

As part of its efforts this week, Dayton will host a buffalo wing eating contest at MATS Friday, March 27, with a set of 10 Dayton commercial truck tires awarded to the winner. A consolation bag of prizes valued at more than $700, including a $500 truck stop gift card and $275 Speedco gift card, will be awarded to each of the runners up.