Nokian Tyres has announced a new partnership with Alterra Mountain Company to reach adventure enthusiasts at five major mountain destinations across North America. The partnership will debut this fall.
The collaboration creates opportunities for resort guests to engage with Nokian Tyres through on-mountain experiences, signage, dealer events, and digital activations.
“Good traction is the key to great journeys, whether on the slopes in winter or on the road all year long,” said Nokian Tyres North America Director of Marketing Hans Dyhrman. “Safety and innovation are top priorities for Nokian Tyres and Alterra, which makes this an ideal fit.
Nokian Tyres Partnership Focuses on Safety and Adventure
The companies will collaborate at five mountain destinations:
- Tremblant, Quebec;
- Blue Mountain, Ontario;
- Steamboat, Colorado;
- Deer Valley Resort, Utah;
- Palisades Tahoe, California.
“A partnership with Nokian is a natural fit for our mountain destinations,” said Lawrence Burka, chief commercial officer, Alterra. “We are continually looking for ways to enhance the guest experience. Any good road trip to the mountains begins with knowing you are in good hands on the road.”
Alterra operates 19 mountain destinations across the U.S. and Canada. Through this partnership, Nokian Tyres aims to connect with outdoor enthusiasts while promoting year-round driving safety, it said.
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