Michelin to launch its first global ad campaign
Michelin Tyres is all geared to launch its first global ad campaign in a bid to retain its position as market leader.
The campaign will appear across TV, print and Internet, with media bought and planned through Michelin's agency, Mediaedge:cia. Details of which channels, magazines and websites will feature the ads have yet to be decided.
The campaign's message, "The right tyre changes everything", will feature the brand's iconic mascot, the Michelin Man, and aims to illustrate the competitive advantages of Michelin tyres around the world.
Following its initial US launch in mid-October, the campaign will be deployed in 55 countries, with the UK campaign set to debut in 2010, along with the rest of Europe and Asia. This will be followed by Africa, the Middle East, India and South America.