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The game against winter has begun. The Pirelli team is on the pitch, with its reliability champions. The voice of the commentator of this challenge to low temperatures echoes from the speakers, announcing the winter team over the microphones of Italian radio stations.
A new radio advertising campaign for Pirelli winter tyres was launched on Sunday.
A 30 second spot, built around the parallels between a football match and the performance of winter tyres on the most dangerous terrains will be broadcast throughout November by the major Italian radio stations (Radio 105, Virgin Radio, Radio Montecarlo, RTL, Radio dee jay, RDS, Radio RAI, Radio 24) and local stations that serve geographical areas particularly affected by cold weather.
In addition to the planned broadcasts of about 2,000 spots, the campaign includes sponsorship of the main radio programmes on weather and road transport, with information and advice on how to cope with the cold weather.
An advertising campaign rich in information, to increase drivers’ awareness of the importance of using winter tyres, and how they can improve road safety in the winter.