TIA Wins Telly Award for Winter Tire Replacement Video

Bowie, Md. – The Tire Industry Association (TIA) has announced that the Winter Tire Replacement video released last year has won a Telly Award for Safety in the Internet/Online Program category. Sponsored by and produced in conjunction with Nokian Tyres, Winter Tire Replacement is a consumer education video that covers the guidelines for selecting and installing winter tires on passenger cars, mini-vans and sport utility vehicles (SUV).

The Telly Awards was founded in 1979 and is the premier award that honors outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and online commercials, video and films. Winners represent the best work of the most respected advertising agencies, production companies, television stations, cable operators, and corporate video departments in the world.

With more than 12,000 entries from all 50 states and 21 countries, winning a Telly Award is a prestigious honor. The 2013 winners included 121 Fortune 500 companies, 272 non-profit organizations and 75 worldwide media brands. TIA joins the ranks of fellow award winners like Boeing, Lockheed Martin, the American Heart Association, Sports Illustrated, The Weather Channel, Time Life, the Chicago Tribune and Disney Destinations, LLC. This is TIA’s fourth Telly over a four-year span. The Association won a Telly in 2009 for the Earthmover Tire Service Program and won two more in 2010 for Commercial Tire Service.

“We couldn’t have scripted a better ending for the Winter Tire Replacement video and our first year of producing more consumer education programs,” said Ken Brown, TIA President. “By winning an award in the Safety category, it just further reinforces the fact that our tagline ‘Tire Safety Starts Here’ represents the core values of TIA and we are committed to our role as the leader in education for the tire industry.”

Winter Tire Replacement was made possible by a grant to the TIA Foundation from Nokian Tyres. In addition to the funding, Nokian provided technical assistance and total access to their world re-known winter tire test facility in Ivalo, Finland. Nicknamed “White Hell” for its unique array of tracks that represent different types of winter driving conditions, it gave TIA the opportunity to film various tests and side-by-side comparisons to demonstrate the advantages that winter tires provide over standard all-season tires.

“Visual imagery is more important than ever so winning our fourth Telly definitely reflects our expertise in video production,” remarked Kevin Rohlwing, TIA Senior Vice President of Training. “The Internet is the fastest and most efficient way to reach consumers and the Internet/Online category represented 33% of the overall entries in 2013. Winning an award for Safety in that category gives us incredible momentum as we ramp up our efforts to educate the motoring public on various topics related to tire selection, care and maintenance.”

Winter Tire Replacement and other consumer education videos can be viewed on www.youtube.com/tiresafetystartshere. Retailers are encouraged to provide a link to the video on their website or they can contact Donna Sage, TIA Director of Marketing and Communications at dsage@tireindustry.org for a free download.