case study

Cooper Tire

getting traction

Running Cooper Tire’s Winter Competitive Comparison event in a Mont Tremblant, Canada.

The Event

Cooper Tire dealers from the U.S. and Canada attend this annual event in Northwest portion of Quebec. Over the course of a few days, they get to drive different vehicles in some seriously wintery conditions and effectively compare Cooper Tires to its leading competitors in true winter situations – such as braking, stopping, and quickly maneuvering.

Temperatures dipped below -50 degrees Celsius

The Crisis, and the Response

BowStern coordinates invitation and travel, as well as on-site event planning and daily schedules.

In January 2019, as we were conducting the final preparations for this event, the Weather Channel reported the Polar Vortex was shifting south, bringing severe frigid weather to much of Canada. Temperatures in Quebec and Montreal dipped below -50 degrees Celsius with life-threatening wind-chill. Many guests experienced flight delays and cancellations.

To ensure the success of the event, we established a 24-hour contact line to help attendees navigate travel issues. We modified ground transportation needs in real time. We adjusted meal times and accommodations for those attendees with the most severe delays. We even provided additional clothing for the most unprepared.

Our crisis communications plan meant guests were still able to safely & positively experience the Cooper Tire brand, and post-event survey results confirmed that the effort was even more impactful on brand loyalty than the tire testing itself.

"The BowStern team took the Cooper Tire Competitive Comparison event to the next level. The event met our expectations and exceeded that of the guests that attended. And in doing so, built relationships, memories, and experiences from which they will reflect when selling Cooper Tires, more easily and successfully then they ever have before. The BowStern leadership was apparent, front of the line, accountable, and committed to nothing short of perfect"

- Scott Jamieson, Director of Product Management, Cooper Tire & Rubber Company