MICHELIN Launches New Campaign: “The Right Tire Changes Everything”

MICHELIN recently launched worldwide its first-ever global advertising campaign – “The right tire changes everything.”- through various media outlets around the world, including the Philippines. This aims to exhibit the competitive advantages of Michelin tires and to creatively present to the end users the benefits of using these tires. The campaign was also rolled out to further strengthen the MICHELIN Brand and set itself apart from competitors.

MICHELIN, through this unconventional campaign, highlights one key message: by simply choosing MICHELIN tires do you not compromise longevity, safety, or fuel-savings. By using the right tire, consumers can significantly reduce fuel consumption, increase driving safety and extend tread life.

The worldwide campaign was launched in the United States in latter part of 2009 and later deployed in more than 50 countries – in Europe and Asia in early 2010, followed by Africa, the Middle East, India and South America.

In the Philippines through its local office in Manila, MICHELIN has been deploying the campaign through above-the-line and below-the-line print advertisements, and various point-of-purchase materials in the partner-dealers nationwide.

For more information, log on to www.michelin.com.ph.