ViVA on a Roll with Tire Kingdom/NTB.

ViVA Partnership has been selected to handle the Hispanic marketing and advertising for Tire Kingdom and NTB operating under the TBC Corporation umbrella, the largest independent tire and automotive services retailer in the United States with over 635 tire & auto service centers nationwide.

According to ViVA CEO Linda Lane Gonzalez, the agency is employing a Total Market Approach with mass media, in-store promotions and other elements including sweepstakes and community outreach. The multi-million dollar campaign, Everything is Running Smoothly…starting with the price/Todo Sobre Ruedas…desde el precio begins rolling out the first week in June. “This is a 360-degree, fully integrated marketing program,” says Gonzalez, “one that is focused on building brand and driving results with Hispanic consumers, regardless of their language preference.”

Consumer insights were pivotal in planning and winning this account, points out Gonzalez. “ViVA conducted a myriad of consumer intercepts and interviews with store managers in key Hispanic cities, and at the same time leveraged our understanding of Hispanic consumers at retail. The Tire Kingdom/NTB opportunity represents the best of all worlds for ViVA. Automotive and retail are two of our core areas of expertise, and two we are passionate about.”

Gonzalez adds, “Tire Kingdom/NTB and the entire TBC Corporation are exceptionally responsive to what consumers want and stay closely in tune with consumer needs. It’s exciting to be partnering with this company as their first full-service Hispanic agency.”

Bob Crostarosa, Vice President of Marketing & Development for Tire Kingdom says, “We were looking for an agency that could provide us an understanding of Hispanic consumers at automotive retail. ViVA clearly demonstrated that ability. Their experience at delivering on plan and producing measurable results is something we couldn’t pass on.”