Hankook Tire rolled into New York City's Times Square and plans to stay for a while. In a re-launch of its popular tire-shaped billboard, Hankook kicked off a new marketing initiative that will make a visual landmark in the center of America's most famous intersection for at least a year.
The billboard comprises a 31x98ft replica of the tread pattern of Hankook ultra-high performance Ventus V12 evo tire. It's mounted on the Marriott Marquis hotel in a prominent display.
Hankook's decision to return to Times Square stems from a similar tire billboard erected in the same location in 2010. The positive feedback Hankook received made this year's signage an easy decision.
With more than 1.5 million people passing through Times Square every day, this is one of the largest advertising stages in the world.