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By The Drum Team, Editorial

March 15, 2011 | 2 min read

Tyre brand Michelin has released the third phase of its global campaign in the UK, highlighting the longevity of its tyres.

The new TV campaign presents brand mascot the Michelin Man defeating a ‘wearing’ road, by supplying drivers with longer lasting tyres.

The TV campaign will be supported by outdoor posters and online banners.

The adverts highlight the brand’s longer lasting tyres, and continues to use the strap-line: The right tyre changes everything”.

The campaign will run across prime time TV, trade magazines and outdoor posters at motorway services, as well as digital screens in petrol station forecourts.

Online banners and a campaign microsite featuring longevity tips and an interactive game based around a driving distance calculator have also been developed.

The campaign micro site with will go live from 28 March.

Peter Snelling, head of communications for Michelin UK, commented: “Throughout the campaign we have sought to convey the message that the right tyre changes everything. By choosing a Michelin tyre you can achieve greater energy efficiency, safety and longevity – a combination of elements that will deliver an all round better driving performance and experience.”

The first phase of the campaign highlighted the energy efficiency of Michelin’s tyres, while the second focused on safety.

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