Brand Enhancement

Trail Tire, a prominent provider of tires, wheels, and automotive services in Western Canada, approached AM/FM to help establish a consistent and memorable brand identity. With 33 locations at the start of 2022, Trail Tire had minimal branding beyond a logo and two colours. They needed a cohesive brand strategy to differentiate themselves from competitors and highlight their full range of services, not just tires.

AM/FM developed a comprehensive brand toolbox, including positioning statements, a responsive logo system, and a full suite of brand visuals. This toolbox became the foundation for all of Trail Tire’s marketing materials, ensuring a unified and recognizable brand presence across all stores.

The new brand was unveiled at Trail Tire’s first-ever AGM in Victoria, where it received overwhelming approval from store leaders. Over the next 1.5 years, Trail Tire experienced significant growth, doubling their store locations and expanding into new sectors, all while successfully aligning their marketing efforts with the new brand.

TrailTire.com

Results

High Engagement

Achieved 250 to 500 spins per night, with fans actively seeking out the activation.

Enhanced Fan Experience

Provided an exciting, memorable experience that resonated with both Oilers and Flames fans.

Successful Account Sign-Ups

Encouraged adults to sign up for or showcase their Play Alberta accounts to participate.

Scalable Activation

The concept was successfully adapted for other events, demonstrating its flexibility and appeal across different audiences.