Nexen Tire Takes to Cultural Marketing with Antonín Dvořák competition

It is very common for tire manufacturers to announce partnerships with sports teams like Apollo’s deal with Manchester United, Arsenal’s agreement with Cooper Tire and Real Madrid’s recent deal with Hankook. Nexen Tire, however has chosen to go a different route. The company has forayed into cultural marketing with its recent sponsorship of the 7th International Antonín Dvořák Composition Competition. The competition was held from 24 July to 1 August at the Prague Conservatoire in the Czech Republic and forms part of Nexen’s drive to make inroads into the European tire market. Nexen had begun work on construction of a new manufacturing facility in the Czech Republic in October 2015 and if all goes as planned, production is scheduled to commence in 2018. The plant is meant to become a manufacturing hub that will take the company closer in terms of geographical location to major European auto manufacturers and will thus help Nexen to get more OE fitments.

The Antonín Dvořák Composition Competition is held every year in memory of renowned composer Antonín Dvořák to find talented young composers and nurture them in their professional growth. As part of its sponsorship, Nexen funded the award for the third-place winner and the award was engraved with Nexen’s logo. Nexen was also able to get mentions in the websites, posters, leaflets and brochures related to the contest.

According to Nexen Tire, through officially sponsoring domestic and international competitions and recitals, the company wanted to connect with a wide range of consumers who enjoyed cultural activities. This is part of Nexen’s drive to boost brand awareness and create a long-term channel for communication with consumers. The company will also actively pursue other avenues for cultural marketing to make the brand more familiar to the public.