NEW YORK — Michelin rolled out a global media campaign Tuesday that touts the cost savings of its tires as it fights for market share in an increasingly competitive market.
The campaign features the French company’s legendary Michelin Man and includes print, TV, Internet and social-networking elements. The character, made of stacked white tires, is even getting his own Facebook page and a dedicated YouTube channel.
Claire Dorland-Clauzel, the company’s senior vice president for communications and brands, said the campaign highlights the fuel efficiency, safety and environmentally friendly aspects of Michelin tires in a way that grabs the attention of consumers.
“Consumers learn that if they don’t choose Michelin tires, they will be sacrificing at least one of those things,” Dorland-Clauzel said at a media event in New York City.
While the look of the Michelin Man — who was created in 1898 — may not change much, he’ll get a new role as a hero who helps drivers in trouble. The Associated Press
