Nokian is a Finland-based premium tire brand that develops and manufactures tires for passenger cars, trucks and heavy machinery, with sustainability at the heart of all operations.
Some brand stories are best told behind the wheel. When Nokian wanted to deepen its U.S. presence, we leaned on relationships we’d spent years building and turned them into an experience no one could forget.
The Challenge
Taking Nokian’s Story Stateside
Nokian is a global leader in premium tires. But in the U.S., the brand hadn’t yet broken through the way its product and sustainability story deserved.
MP+F was tasked with building a domestic media relations strategy from the ground up, creating meaningful touchpoints with trade media, local communities and special interest groups to close the gap between Nokian’s global reputation and its American presence.
The Work
Putting Journalists in the Driver’s Seat
To promote Nokian’s sustainability practice and nurture their relationship with the trade sector, we concepted and hosted a ride-and-drive event for top trade journalists. Trade reporters toured the Nokian manufacturing facility and learned about its new technology and sustainability programs before enjoying a day of road-tripping through Southeast Tennessee.
MP+F coordinated the experience in partnership with our friends at Sequatchie National Scenic Byway and fit reporters’ rental cars with Nokian tires for the best possible driving experience.
The results
Widespread Reach. Targeted Connections.
We secured widespread media placement highlighting the recruitment drive and manufacturing plant growth, generating coverage across more than 10 trade and regional news outlets. Principal daily newspapers in both Chattanooga and Dayton distributed the news, achieving a total reach exceeding 1.67 million people.
In-depth corporate profiles spotlighting the manufacturer and its production facility were featured in Tire Business, Tire Review, and via a two-part feature in Modern Tire Dealer. This specialized coverage broadcasted the milestone to an aggregated audience of 406,000 via monthly digital traffic, newsletter readers, and social media followers. The published pieces offered insights into the facility layout, ecological initiatives, and the company’s strategic evolution within North America.
To cultivate local brand awareness throughout the surrounding Tennessee region, we established collaborative marketing alliances with six vital community institutions, including the Westin Chattanooga, Dunlap Mercantile, Embers Ice Cream, Lodge Cast Iron, Sequatchie Valley Overlook, and Top of the Rock Restaurant and Brewery. These regional mainstays implemented targeted promotional placements along the travel route, serving as dedicated checkpoints for the official driving tour.
2M+ impressions
~406,000 Aggregated audience
10+ Trade and regional news outlets secured
