Citypress wins integrated Continental brief

Global premium tyre brand Continental has appointed Citypress to lead its UK social media and consumer PR briefs following a competitive pitch.

Germany based Continental, which won Superbrand status last year, is the leading tyre choice for car manufacturers, being fitted as standard on every third car in Europe. The company has innovated the market for over 150 years with technologies to improve safety, performance and sustainability.

The brand is the official tyre partner of the England Senior Women’s Football Team (the Lionesses), headline sponsor of the Continental Tyres League Cup and a founding partner of Extreme E – the leading electric SUVs all-terrain race which seeks to highlight the impact of climate change on the world’s ecosystems.

Citypress’ social brief – led by the agency’s social director Renee Flanagan – includes creative content, management, influencer marketing and strategic planning. Its PR activity – led by associate director Fiona Carmichael – will focus on brand building activity, specifically around performance, sustainability and safety.

Pete Robb, marketing director for Continental Tyres in the UK, said: “With a fully integrated approach to PR and social – and some fantastic creative input right from outset – Citypress was an obvious choice. We were also impressed by the team’s enthusiasm and energy for the brief, as well as their relevant experience and expertise. We’re excited to see what our partnership can achieve as we look to increase our brand presence and understanding in the UK.”

Martin Currie, managing director of Citypress, said: “Most consumers only buy new tyres once every 3 to 4 years, so 98% of the time people are not in buying mode. What’s more, three quarters of us don’t even know what tyres we’re driving around on. So the market has become driven by distress, price and availability, rather than by brand. Our job is to disrupt the conventional purchasing journey and drive brand preference. This will include activity to educate the brand’s core audience around its superior performance, reliability and sustainability. The team is raring to go!”