Goodyear Extends Conference to the Great Outdoors - Event Marketer

Goodyear Extends Conference to the Great Outdoors

DB_Silver_Jeep Goodyear_2010 Ex
Year: 2009

Goodyear Tire and Rubber coupled its 2009 Dealer Conference in Washington, D.C., with ride-and-drives to demonstrate the off-road capabilities of its Wrangler MT/R with Kevlar tires over its competitors. More than 2,000 Goodyear dealers nationwide attended as well as select members of the media.

The challenge was finding an area with mud, water, hills, rocks, trees and sand to showcase the product’s abilities, all while making it easy to get conference attendees to and from the experience. During one of its site visits, the team identified a parcel of land adjacent to the
convention center in the early stages of commercial development that it deemed perfect for the ride-and-drives. To create a true off-road environment, they added more than 720-cubic yards of mulch, 85 18-inch by 20-foot logs, 160 tons of stone and 60 large boulders.

The experience also provided an opportunity for area sales managers and management staff to interact with dealers on a personal level, which resulted in 80 Goodyear staff as in-vehicle facilitators. Dealers’ post-event advance sales orders for the Wrangler MT/R with Kevlar tire increased in nearly every region of the country.

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