GOODYEAR

GOODYEAR

GOODYEAR

Integrated Communication services (1993-2016)

ANTENNA Communication Consultants has collaborated for more than twenty years with Goodyear Tires Hellas (which, after the addition of Dunlop in 2001, was renamed Goodyear Dunlop Tires Hellas), providing integrated communication services for Goodyear and for the other brands in its portfolio (Dunlop, Fulda, Sava, Debica). Until 1996, the company produced Goodyear tires at its factory in the industrial zone of Sindos, in Thessaloniki.

The most important and impressive projects we handled during our many years of cooperation were:

Goodyear’s airship
Classic cars races
Greek car races
Product events

Internal Relations, House Organ, company’s brochures and printed materials

During our long-term cooperation with Goodyear Dunlop Tires Hellas, ANTENNA implemented lots of actions and events for the company’s staff as well as for its sales network. Indicative examples are the awarding of long service badges for the company’s staff and long co-operation badges for the dealers, photo contests, events for the retirement of managers and welcome ceremonies for new managers, Christmas parties etc.

ANTENNA Communication Consultants designed the magazine (house organ) of Goodyear Hellas and had full responsibility for its layout and production (gathering material, writing texts, etc.) throughout the duration of our cooperation with the company. The magazine was originally published under the title “The Wings of Goodyear”.

The 1st issue of Goodyear’s magazine that was released in Autumn 1994 was edited by ANTENNA Communication Consultants

The magazine of Goodyear Dunlop Hellas was renamed to “In Contact”

After the addition of Dunlop to the company’s brands (and its renaming to Goodyear Dunlop Tires Hellas), the magazine was also renamed “In Contact” and its layout was radically changed.

The magazine of Goodyear Dunlop Hellas was renamed to “In Contact”

See some indicative issues of the magazine

Apart from the magazine, ANTENNA proposed, designed and published corporate brochures, newsletters, press kit folders, product leaflets, invitations, Christmas cards, banners, decorative and advertising material etc.

Relevant Press articles

“The new issue of “The Wings of Goodyear”, the in-house magazine for the company’s dealer network, staff and friends, was recently published. The new issue includes a lot of interesting news about the Wrangler 4X4 tire line, the racing distinctions of Goodyear Hellas racing team… The Communication-Public Relations company “Antenna Communication Consultants Ltd” takes care of the magazine’s editing. Mr. Michalis Lavetzis is the account manager.”
Deltio Diikiseos Epichiriseon – business magazine July-August 1996
“With a picture of Goodyear’s new winter tire “Ultra Grip 5″ on the cover, the new issue of Goodyear Hellas in-house magazine was released. The ” Wings of Goodyear” features the company’s new products and its sponsorship of old-classic cars rallies and car championship races. The magazine’s content is complemented by an extensive article dealing with the pollution from used tires as well as its usual sections and columns. The magazine is edited and published by “ANTENNA Communication Consultants Ltd”. Mr. M. Lavetzis is in charge of Goodyear’s account.”
Imerissia – financial newspaper 3.3.1997

Crisis Communication Programme

In July 1996 Goodyear USA (the mother company) decided to shut down the operation of the Goodyear factory in Thessaloniki (Sindos). This resulted in the dismissal of almost the entire workforce of the factory. The former workers, after a series of actions (occupation of the space outside the factory premises, marches, protests, etc.) took legal action against the company in a long legal process which ended in late 2014 with a settlement between the company and of former employees. ANTENNA Communication Consultants prepared and implemented in collaboration with the company’s management, a Crisis Communication Programme in 1996 and all the following years during the entire legal dispute between former employees and the company, until the end of 2015.

Goodyear’s ex-factory in Sindos, Thessaloniki

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Goodyear’s airship

The Goodyear airship (Zeppelin) named “Spirit of Europe I”, visited Greece for one month (February 2001), during its European tour. Its landing ground was at Alykes, Anavyssos. ANTENNA Communication Consultants implemented a special promotion, publicity and PR programme for this important event. During the first days of the airship’s visit, ANTENNA sent invitations to the main TV stations (news bulletins, morning shows, etc.) for a special flight in the sky of Attica (from Anavyssos to cape Sounion and back). Next to board the airship were the journalists from the automotive Press as well as magazines such as “Flight & Space”, popular magazines with various content of that time (e.g. “Tachydromos”), the most important newspapers etc. In addition to the Media flight programme, ANTENNA issued and distributed to all Media five Press Releases.

Apart from the publicity actions, ANTENNA planned a programme of airship’s promotion flights to parts of Greece that at that time gathered many people such as the Carnival of Patras and the Ritsona Hill Climb (speed car racing). The highlight of the airship’s visit to Greece was its flight over the Acropolis, the columns of the Temple of Olympian Zeus and other central points of Athens.

Goodyear’s airship has just landed in the Alykes, Anavyssos.
It impresses its size next to the people around it.

Goodyear’s airship in Patras Carnival

Goodyear’s airship in Ritsona Hill Climb

The project’s results:

  • More than 15 minutes of free TV prime zone time (on the main, evening newscasts of almost all nationwide TV networks).
  • More than half an hour of free TV time on morning and entertainment shows.
  • Eighty-three (83) articles, many of which mutli-page and published also in Media that Goodyear did not usually have a presence, such as the magazines: “Flight & Space”, “Airplane”, “Tachydromos”, the newspaper “To Vima”, etc.
  • Dozens of thousands of views of Goodyear logo in Athens and the other cities and places of the airship’s flight schedule.

Relevant Press articles

“A few days ago, Goodyear’s airship visited our country, two decades after the last time that the known logo, of the American tire manufacturing company, crossed the Greek skies again. “Flight & Space” had the unique opportunity to fly with the “Spirit of Europe”, to convey to you our impressions of the magic of a type of flight that moves on the border between that of an airplane and that of a helicopter.”

Flight & Space, magazine, April 2001

“If you suddenly see a huge shadow covering you from the sky above, don’t panic. It is not a UFO but the “giant of the ethers”, Goodyear’s airship, Spirit of Europe I, which is paying a “visit” to our country these days. Of course, we did not miss the opportunity to wander with it in the sky of Attica and see Athens from above.”

Auto Τriti, car magazine, 20 February 2001

“The sight of an airship (zeppelin) is in itself a good reason to look up with curiosity. Between 10 and 20 February we were lucky enough to admire Goodyear’s “Spirit of Europe I” in the sky of Attica and test the “unbearable lightness” of its flight.”

Tachydromos, insert magazine of various content to the newspaper “Ta Nea”, 10 March 2001

“ANTENNA Communication Consultants prepared and implemented the communication and promotion program for Goodyear’s airship during its recent visit to our country. During its stay in Greece, Goodyear’s airship hosted the major television networks as well as magazine and newspaper journalists on its flights.”

Ad Business, 7 May 2001

Classic cars races

The development of the communication strategy regarding Goodyear’s sponsorship of classic cars races (rallies) was based on the following reasoning: Goodyear already had a long and successful activity in motor sports (Formula 1, Hellenic Motor Racing Championships), but this kind of racing attracts an important, but specific audience. The classic cars races and events attract a much larger audience, when a beautiful old car crosses a road, everyone will stop to notice. Therefore, with this sponsorship, Goodyear, which is also a manufacturer of classic car tires, could greatly expand its target audience.

Photoshoot of SISPA classic cars in front of the historic battleship “Averof”

Goodyear Hellas was the sponsor of different classic cars races for consecutive years. However, this sponsorship didn’t follow the usual pattern according to which the sponsor supports financially the sponsored in return for some publicity without any active involvement in the project. Goodyear collaborated through ANTENNA with the organizers of old car rallies such as FILPA and SISPA, in order for the sponsorship activity to yield the maximum not only in terms of publicity and promotion of the sponsor but also in the support of Goodyear’s sales network (local dealers). Thus, each route of the classic car races was designed to include checkpoints of the old cars at front of Goodyear Hellas tire shops all around Greece. Goodyear supported its local dealers to promote the visit of the classic cars in their shops, to their customers and the local community.

The impressive start-finish ramp of the 1st Rally Rhodes Goodyear (SISPA)

The journalists of the most important motor publications were invited to take part in the classic car rallies as drivers or co-drivers. For those journalists who wanted to cover the race without being obliged to follow the race regulations as crew of one of the classic cars, Goodyear hired a coach that accompanied the classic cars in the entire race. Goodyear’s logo was placed on all the classic cars and a lot of promotional items were used (big balloons, banners, caps and T-shirts for the crews, etc.). In certain races Goodyear financed a start-finish ramp, like the one used in the most important car races. In the ramp’s pillars and surfaces Goodyear’s logo was placed, leaving space also for the promotion of Goodyear’s local dealers. ANTENNA designed and printed programmes, brochures, invitations, etc., for all classic cars’ races, on behalf of Goodyear.

Discover more about the classic cars’ races using + under the images:

The FILPA Spring Rally was organized on 21-23 June 1996, in collaboration with FILPA (Friends of the Old Car) and the exclusive sponsorship of GOODYEAR. In this rally took part impressive classic cars such as: Willys Knight (1926), Ford A (1930), Bentely MK VI (1949), Porsche 930 (1975). The picture shows some of these classic cars, parked in GOODYEAR central offices in Athens, waiting for the start of the race.


Journalists from car magazines and newspapers’ motor inserts were invited to participate as drivers or co-drivers in the Spring Rally. 45 articles were published in magazines and newspapers promoting extensively GOODYEAR. The picture shows a wonderful Bentely Sport Saloon (1930) approaching one of the checkpoints in Patras, where the GOODYEAR balloon was also placed.


The route of the rally in Attica and North Peloponnese was specially designed by ANTENNA and FILPA, to include rally cars’ checkpoints at six different GOODYEAR tire dealers. The picture shows a yellow Chevrolet Sports Coupe (1931) and a red Mercedes 170D/A (1953) to have stopped at the checkpoint in the town of Aigio in Peloponnese, at the tire shop of the GOODYEAR dealer.


1st Rally Rhodes Goodyear was organized on June 29-30, 1996, in collaboration with SISPA (Historic and Classic Car Club) and was sponsored by GOODYEAR. Fifty-one historic cars participated in this rally. The picture shows one of the rally cars on the impressive start ramp set up in the Town Hall square of the city of Rhodes, with the men of the mounted municipal police as an honor guard!


On June 29th the classic cars of the 1st Rally Rhodes Goodyear ran the outer ring road of the old town of Rhodes, along its walls, also known as the “Rhodes Circuit”, in memory of “Mavros” (I. Meimaridis), a car racing champion who died in a crash in the 70s in this circuit. A Jaguar E-Type V12 has just passed the gate of the walls of the old city of Rhodes.


The cars of the 1st Rally Rhodes Goodyear crossed the whole island on beautiful routes. Car journalists participated as drivers – co-drivers. The media coverage was impressive. Forty-seven articles, many of which multi-paged, in magazines and newspapers and free TV coverage in entertainment shows like “Bravo” of R. Koromila and motor shows. In the picture above, the crew of a Beetle convertible greeted our photographer while passing through the beautiful bay of Lindos.


The finish of the 1st Rally Rhodes Goodyear and the prize giving had all the splendor of the big car races, with laurel wreaths, champagne and the trophies placed on the car! In the picture, the winners of the overall ranking Mr. Chr. Apostolidis and Mrs. V. Kyriazi with their car, Alpha Romeo Spider


The rally Crete Goodyear was organized on 20-22 June 1997, in collaboration with SISPA. Goodyear was the rally’s exclusive sponsor. The start of the rally was given on the morning of June 21, in the old (Venetian) port of Heraklion, in front of Koule, the Venetian sea fortress at the entrance of the Port (from where the photo is taken).


Forty-three historic cars participated in the rally Crete Goodyear (Ford A, Fiat 508 Ballila, Triumph Spitfire MK III, Jaguar E Type V12, Pininfarina Spider Azzura etc.), being a pole of attraction for the residents of Heraklion and the other cities of Crete. In the picture, the Managing Director of Goodyear Hellas waves the flag for the race’s start in an Alfa Romeo 1750 Spider.


The historic cars of the rally Crete Goodyear headed on June 21 to Western Crete, while the following day, June 22, they covered routes in a large part of Eastern Crete. In the picture a Volvo P 1800 S enters the checkpoint in Rethymnon.


Many journalists from the motor Press participated in the rally Crete Goodyear as drivers and co-drivers in the historic cars. The result of this participation as well as ANTENNA’s publicity actions (organization of a Press Conference in Heraklion, Press Releases etc.), were 79 publications, rally’s reportage to ANTENNA TV & MEGA CHANNEL and references to all local radio and television media. In the picture, an old Cretan dressed traditionally watches the rally’s cars as they enter in Rethymnon.


The FILPA Spring Rally was organized on 30-31 May 1998 in collaboration with FILPA and always with the exclusive sponsorship of Goodyear from whose offices the rally’s start was given. Classic cars built from 1905 onwards took part in this rally. Pictured is a rare, collectible Austin Cambridge (1938), with rally number 7, at the Goodyear central offices.


Motor journalists were invited to participate in the rally as drivers and co-drivers of the classic cars or in a more relaxed way, inside the coach that accompanied the rally’s cars on all routes. The publicity results were significant with many articles highlighting Goodyear’s longstanding support of classic car rallies and events. In the picture the start of the Spring rally from Goodyear’s headquarters.


The classic cars of FILPA Spring Rally (1998), on the first day of the rally they headed to the beautiful city of Nafplio and gathered in the outdoor area of ​​the tire shop of Goodyear’s dealer there. One of the rally cars parked in this area can be seen in the picture.


On the second day of the rally, the cars lined up outside the Goodyear dealer’s tire shop in Nea Kios, Nafplio (picture), waiting for the start for their return to Athens and the finish back at Goodyear’s central offices.


The 12th Winter Rally of FILPA was organized on 4-5 December 1999. Sixty-one beautiful historic cars in the Regularity class and thirty-four in the Sporting Regularity class began the race on 4.12.1999, heading to Delphi. In the picture, a beautiful Ford A drives close to the Archaeological site of Delphi.


During the route, the classic cars stopped at checkpoints in the tire shops of Goodyear’s dealers in Peristeri, Thiva, Aliarto, Itea and Amfissa. In the picture, a perfectly preserved Willis Knight with Arachova in the background.


Goodyear supported this rally in various ways, among others with publicity actions (journalists were invited to take part, Press kits were sent to the Media with full photographic material, etc.). In the picture a white Triumph TR2 enters in the town of Arachova.


The winners of the two rally’s classes were honored at a special event with the awarding of prizes. The picture shows Mr. Michalis Lavetzis (representing Goodyear), together with the organizing committee of the FILPA rally during the awards ceremony.


The 7th Dionysian Rally of FILPA was organized on 4-5 March 2000, with the start being given at Goodyear’s central offices in Athens. In the picture the impressive front part of a red 1965 Triumph Spitfire can be seen behind the FILPA starting flag.


The rally cars crossed the Peloponnese heading for the city of Kalamata. In classic cars races, it’s not the speed that matters, but the penalty points that each car gathers. Pictured is a 1961 Porsche 956 B.


Rally’s checkpoints were fixed out of the tires shops of Goodyear’s dealers in Aigio, Kiato, Andravida, Kalamata, Pyrgos, Tripoli, Nafplio and Patras from where the picture was taken.


The impressive classic cars of the 7th Dionysian rally were an attraction not only for the residents of the visiting cities and towns but also for the local TV stations who rushed to the checkpoints to capture the event (see picture).


Having crossed a significant part of Attica and almost the entire Peloponnese, the old cars of the 7th Dionysian Rally of FILPA arrived on March 5th at the Goodyear offices in Athens for the rally’s end. The picture shows an impressive MG TD Midget. Many other historic cars took part in the rally such as: Bentely MK VI (1949), Chevrolet Belair (1953), Sunbeam Alpine (1957), Jaguar MK II (1963), Maserati (1970) etc.

Relevant Press articles

“It is the first year (1996) that classic car races are supported to such an extent in Greece, which means an upgrade of these historic motoring events and a wider exposure of them to the public. The entry of Goodyear as a sponsor is the most important news, perhaps, regarding this year’s Spring Rally of FILPA…”

Auto Motor & Sport, Magazine issue nr. 13/1996

“The invitation of Michalis Lavetzis, Head of Public Relations of GOODYEAR Hellas, was pure and innocent in its intentions: come and drive a restored classic car of your choice in the FILPA Spring Rally (1996) and the 1st Rhodes Rally of SISPA, in order to experience what classic car racing is all about.”

Car & Driver, August 1996

“RALLY CRETE OF HISTORIC CARS: With the exclusive sponsorship and organizational support of Goodyear Greece, the Rally Crete was implemented by SISPA. The preparation and implementation of the sponsorship program was undertaken by the Public Relations company ANTENNA Communication Consultants, which handles the Goodyear Public Relations account”

Ad Business, 7.7.97

“The “old jalopies” are still singing… and they’re the finest singers! Goodyear Hellas, faithful to the tradition it has created, was once again the sponsor of a race with old and historic cars… The FILPA Spring Rally (1998)”

Auto Triti, Magazine issue nr. 26/1998

FILPA cars lined up in front of the Panathenaic Stadium (site of the first modern Olympic Games), waiting for the start of the Tour of Athens (1999).

Greek car races

Goodyear Hellas has been the sponsor for almost a decade of a Car Racing Team participating in the Hellenic Hill Climb, Speed ​​and Asphalt Rally Championships. The company’s logo dominated on the cars and the uniforms of the racing crews, while all drivers used Goodyear tires in all races. Through its racing team, Goodyear won important distinctions (championships and cups) in Greek motor racing for many years.

Goodyear Hellas Car Racing Team

See the most impressive photo highlights from the participation of the Goodyear car racing team in the Hellenic Hill Climb, Speed ​​and Asphalt Rally Championships

ANTENNA created and implemented a long-term publicity, promotion and PR programme for Goodyear Hellas car racing team with press releases (at the beginning and end of the racing year and after each car race of the three championships). Also, we have made special agreements with specialized photographers who covered each race offering exclusive photographic snapshots in motor magazines and newspaper inserts and we have organized events (such as an awarding ceremony of the racing team etc.).

In addition to Goodyear’s extensive promotion to race spectators, 2.460 articles (mostly in the automotive press) were published with references to the Goodyear car racing team and photographs of its race cars. There were also many television and radio reports.

Mr. M. Lavetzis awards a member of Goodyear Hellas racing team during the awarding ceremony.

Relevant Press articles

“GOODYEAR’S NEW CAR RACING TEAM. Aiming for new distinctions and many championship’ titles, the car racing team of Goodyear Hellas will be present in the difficult Greek motor races with top racing car entries in the Speed championship, the Hill Climb championship and the Asphalt Rally championship.”

Sportime (sports newspaper), 16.3.1996

“A NEW CUP FOR GOODYEAR’S CAR RACING TEAM. Another cup, that of the A-2000 category of the Hill Climb championship, was secured by the GOODYEAR car racing team with the victory of its driver, Yiannis Marpinis, at the Hill Climb of Thisvi… GOODYEAR supplies all of its racing team cars with GOODYEAR asphalt racing tires that are produced in the USA by the same factory and with the same specifications as the Formula 1 tires.”

Kerdos (financial newspaper), 10.10.1996

“Goodyear’s high speeds advertisement with its double victory in the second race of the Speed championship. The company won the cup in the 1300 and 2000 cubic centimetres, by its racing drivers Stratos Fotinellis and Yiannis Marpinis respectively.”

Naftemporiki (financial newspaper), 23.4.1997

“Goodyear’s racing team victories in the Hill Climb Championship: The drivers of GOODYEAR’s racing team won the top racing distinctions in the F2/A and A/7 (up to 2,000 cc) classes of the Hill Climb Championship, after their new victories in the Pititsa Hill Climb race (3-4/10/98).”

Racing (racing magazine), November 1998

Product events

ANTENNA Communication Consultants organized Communication, Public Relations and Promotion projects for the new products of Goodyear Dunlop Tires Hellas (car and motorcycle tires) by organizing events to present and test the new tires in various cities in Greece and abroad. These events were mainly aimed at car journalists and the dealers of the company’s sales network. It is impossible to present the rich photographic and other material of all these events in our site, but below you will find the most impressive product events.

Wrangler tires Media event

Goodyear’s Wrangler tires lineup includes many types of tires for on road, off road, mixed use (on & off) as well as for snow and ice. For the presentation of these tires to the automotive Press (car journalists of magazines and newspapers), we organized a two-day on & off road trip, from Athens to mountainous Nafpaktia and the next day to the popular town of Arachova. 4X4 & SUV vehicles were delivered to the journalists, initially equipped with on road Wrangler tires, for the part of the route from Athens to Nafpaktos which was made mainly via the National highway.

In Nafpaktos, the tires of the vehicles were changed with mixed-use Wrangler (on & off) and the trek continued towards mountainous Nafpaktia through mainly off-road routes. After spending the night in a picturesque hotel in the area and changing tires again with the off-road Wrangler, the 4X4 & SUV vehicles made the journey from mountainous Nafpaktia to Arachova exclusively through demanding off-road routes. In Arachova, the vehicles fitted with Wrangler tires were tested on a specially designed 4X4 test track.

See the most impressive photos from the Wrangler tires Media event

Presentation of Wrangler tires in Goodyear’s sales network

The two-day presentation of the new Wrangler tires took place on a special 4X4 test track in Livadi Parnassos for the entire sales network (dealers) of Goodyear. The company’s dealers had the opportunity to drive different 4X4 vehicles on the challenging test track routes that included water troughs, ditches, steep descents and climbs, etc. Weather conditions (rain and fog during much of the testing) made the conditions that the Wrangler tires had to deal with even more difficult.

The next day’s program included off-road driving, in different conditions (rough roads, dirt roads with thick and slippery mud, etc.). The event offered Goodyear dealers the opportunity to experience in practice the exceptional performance and durability that Wrangler tires are renowned for.

See the most impressive photos from the presentation of Wrangler tires in the Goodyear sales network

European press presentations of Goodyear tires at the Mireval test track

Goodyear has a big tire test track in Mireval (South of France). This track also hosts the European presentations of the company’s new tires. Greek groups of motor journalists accompanied by Mr. Michalis Lavetzis, responsible for the communication account of Goodyear Hellas, participated in each such presentation. In the pictures, journalists test Goodyear’s new Hydragrip tire on the Mireval test track.

Relevant Press articles

“WE TEST THE GOODYEAR WRANGLER TIRES: Goodyear’s Wrangler tires promise to keep you white-faced even in the most extreme conditions. Goodyear has a complete line of Wrangler tires for 4×4 vehicles. There are eight different types for on-road, mixed use, off-road, and for driving on snow and ice. With the two-day road trip organized by Goodyear Hellas, we had the opportunity to verify the performance and potential of the Wrangler MT/R, Wrangler HP and Wrangler AT/R tires.”

Drive, November 2003

“Goodyear Wrangler: For every terrain. Goodyear’s range of Wrangler tires for 4X4 vehicles is among the most complete on the market, since they are intended for all kinds of uses. We had the opportunity to see their advantages up close during a two-day trek in the mountainous Nafpaktia and Parnassos”

Auto Motor & Sport, Magazine issue nr. 11/2003

“New generation of Wrangler tires for AWD, dirt or mixed use. Built for hard arid soils or loose sandstone, for mud, snow or ice, but also for wherever there is the “endless” black of asphalt, Goodyear’s Wrangler tires carry decades of know-how and craftsmanship, which began to be acquired almost simultaneously with the discovery of … vulcanism. We drove two 4X4 models wearing the new Wrangler MT/R in the mountainous Nafpaktia, off-road and on-road, and we report our conclusions in writing”

Auto Weekend, 10 May 2003

“Goodyear HydraGrip: Dancing in the rain! Using the latest technology, Goodyear developed Hydragrip, a tire that combines excellent performance in the wet with nothing to envy in the dry. In the first contact we had with the new product on the company’s test track, we were impressed both by its technical characteristics and by the performance of the tire in dry and wet track.”

Auto Motor & Sport, Magazine issue nr. 7/2004

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Contact

Contact Number
+30 2109029005
Adress
Rodopis 11, Glyfada (Athens), 16675
Email
info@antennacom.gr
antenna@otenet.gr

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