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Blending History + Leadership to Create a Robust 75th Anniversary Marketing Campaign

Tech International celebrates 75 years of business


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Celebrating a 75th anniversary is no small feat. For Tech International, a leading manufacturer and distributor of tire repair, wheel service and industrial rubber products, their 75th anniversary was the perfect opportunity to not only celebrate its accomplishments, but also look ahead to the future. Tech International turned to Upward to assist them in creating a global marketing campaign to celebrate and affirm its standing as a world leader in the industry for years to come.


Since 1939, Tech International has worked steadily to build a reputation as a global manufacturing and distribution leader, marketing products in 90 countries under the TECH, Truflex/PANG and PANG Industrial brands, as well as under several private label brands. One of the biggest priorities of the 75th anniversary campaign was to highlight the values that have made Tech a world leader in the tire industry. 


In coordination with Upward, Tech International developed a strategic marketing campaign focused on the company’s rich history, industry leadership and award-winning export efforts. The comprehensive program was comprised of a number of tactics to increase exposure for the company, its milestones and training programs among existing and potential customers.

With those goals in mind, Upward got to work on creating the elements necessary for Tech International to celebrate this milestone year. This included anniversary branding for Tech International and TECH Tire Repairs, along with website redesigns for all three Tech brands and designing the TECH Tire blog, a 75th anniversary advertising campaign and a video series chronicling Tech International’s rich history. TECH also had some big plans for its unofficial mascot, Hank, with a makeover scheduled and a trip around the world planned throughout 2014. As part of the anniversary campaign, Tech International also developed three unique editorial stories to pitch to trade and local media outlets.


Throughout 2014, Tech International launched four redesigned websites—Tech International, TECH Tire Repairs, the TECH Tire Repair blog and Pang Industrial—and received more than 400,000 trade media impressions from ten media placements. Hank also got a makeover and he was sent around the world for photo ops to be incorporated in social media posts and the TECH 2015 corporate calendar.


"Upward quickly became an extension of our marketing team,” said Carol Rice, VP of Business Development at Tech International.  “With the help of Upward, Tech was able to launch four new websites, create fresh branding, earn media coverage, engage our customers and set a new tone for our communications beyond this milestone anniversary.”


After 75 years, the Tech International brand remains visible and strong in the industry with the help of the refreshed and revitalized websites, branding, media presence and, of course, Hank. Here’s to 75 more! 


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