Canada’s largest independent tire retailer set out to own a new category of tires – All-Weather. Unlike all-season tires, they are rated and approved for winter driving.

Key to supporting the paid media campaign was providing education on site so that consumers could see the difference between all-weather and all-season tires.


Create an all-weather webpage loaded with educational content, product information and creative assets. The language and tagging was carefully considered so that Kal Tire dominated organic search. The result…just Google all-weather tires and look for further site enhancements this winter.