Trico Products will launch a new advertising campaign this fall that integrates television, radio, mobile and new online media to promote its wiper blade technology among a more specific, targeted demographic.

“The objective of our new fall campaign is to reinforce our advertising efforts by reaching a more targeted audience,” said Danielle Orlando, director of marketing, brand management at Trico Products. “With the addition of personalization and geographic targeting techniques, we’re able to identify a more relevant audience for a stronger advertising mix.”

New to the TRICO advertising mix is Pandora, a personalized radio station that can be accessed from any mobile device through online streaming. Pandora users listen to individualized music stations in addition to three minutes of advertising per hour. Pandora will feature TRICO product ads for listeners in a pre-determined target demographic.

In addition to traditional TV and radio spots, TRICO has scheduled geographic targeting through mobile advertising on trucks and weather-reporting websites. These geo-targeted ads reach customers in areas with a high concentration of retail locations where TRICO products are sold. Also, to grab consumer attention in a relevant moment, TRICO product ads will appear on weather.com during times of extreme weather conditions, like heavy rain or snow, when customers are more likely to check weather reports.