Michelin hits the road with new multichannel marketing campaign
Published July 27, 2010
With many consumers still very cost-conscious, Michelin is touting the longevity of its new HydroEdge tire brand via a multichannel marketing campaign. As MediaPost notes, the initiative is unique for the tire industry in that it promotes the tires' long-lasting value, rather than safety or performance.
The campaign is set to launch later this week across multiple channels. The initiative centers around a new spot that features Michelin's mascot helping drivers who face challenges brought about by failing tires. The spot will be viewable on Michelin's Facebook page and YouTube channel, and it will also be aired on television. Additionally, the tire manufacturer will advertise its new product in print media and through related websites.
Michelin's latest initiative is an extension of its first global ad campaign, which launched during the fall of 2009. The overall theme of Michelin's multichannel marketing pushes has been the cost-efficiency of its tires.
According to a recent Nielsen report, the auto industry was one of the biggest spenders on ads during the first quarter of 2010. Ad expenditures were up 19 percent in the sector, while three automakers were among the top 10 advertisers.