After running a successful dealer testimonial campaign in trade media for many years, American Tire Distributors took a new direction to showcase its strengths in inventory, quick delivery and marketing support for customers – independent tire dealers and retailers. As the largest tire wholesaler in the country, ATD also wanted to motivate its customers to join forces with ATD for success. LGA developed the tagline “LET’S TAKE THE LEAD,” which came to life in three print ads that have just started to run and are already receiving kudos from ATD field staff and dealers.

To further show support, ATD is partnering with Tire Pros automotive and tire dealers and Boundless Playgrounds to build Tread Town inclusive playgrounds in select Tire Pros communities across the country. The first Tread Town was built last year in ATD’s Huntersville, N.C. community to commemorate ATD’s anniversary, after LGA developed the concept, name, logo and signage for the tire-themed playground whose foundation is made from recycled tires, creating a universally accessible surface that allows children with and without disabilities to play freely and safely. Both trade and community media coverage have portrayed ATD and Tire Pros dealers as heroes.