Support business goals with creative strategies
Global brand, stateside support, holistic approach
Global premium tire brand Nokian tasked MP&F with a comprehensive media relations strategy to help advance the Finland-based company domestically.
Our efforts reached priority audiences and identified new ones.
Through our national media efforts, we secured a New York Times feature story, touting the company’s withdrawal from Russia and its new Romanian factory, and helped support business goals for business-minded audiences.
We secured additional coverage in Forbes, Car & Driver, The Tennessean, Chattanooga Times Free Press, Tire Review, and Tire Business.
State-side, MP&F works to bring awareness to Nokian’s Tennessee manufacturing operations and sustainability practices. To nurture Nokian’s 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 backroads road-tripping and curated pit stops through the beautiful Sequatchie Valley in southeast Tennessee. MP&F coordinated the experience in partnership with our friends at Sequatchie Valley Scenic Byway, making sure to fit reporters’ rental cars with Nokian tires for the best possible driving experience.
In a separate event...
We invited elected officials and environmental leaders to the plant in celebration of Nokian’s entrance into the Tennessee Department of Environment and Conservation’s Green Star Partnership, an environmental leadership program recognizing Tennessee manufacturers for their record of sustainability.
The events and ongoing media relations have resulted in coverage in Modern Tire Dealer, Tire Review and Tire Business, furthering the relationship showing Nokian’s footprint in eastern Tennessee.
Reaching millenials.
To reach the highly sought-after sector of millennial mothers, we prepared influencer kits that were complete with all the necessities moms need for dangerous road conditions in the car. The result? An increase in brand love.