Leadbetter hired to promote Michelin’s maps and guides

French tyre giant Michelin is launching the first ever media relations push for its maps and guides this week and has appointed Leadbetter Public Relations to handle the project in the UK.

French tyre giant Michelin is launching the first ever media

relations push for its maps and guides this week and has appointed

Leadbetter Public Relations to handle the project in the UK.



Michelin will be using the three-month pan-European campaign as the

blueprint for a new long-term strategy. Leadbetter does not expect to

have to repitch for the long-term campaign.



Michelin’s PR activity, handled by the in-house team, has traditionally

focused on tyres. But the publications side is now a multi-million pound

business. As well as maps and guides, Michelin also produces the I Spy

books. The aim is to promote them all as a range.



Charlie Sale, account director at Leadbetter, said: ’The company has

recognised that the needs of the tyre business and of maps and guides

are different.’



Michelin has appointed local agencies in all the main European

countries.



French public relations firm Greco, with whom Leadbetter already works

on security brand First Alert, is co-ordinating their efforts



Leadbetter will be promoting Michelin’s World Cup map - the company is

one of the tournament’s official sponsors - as well as the launch of

several new products and the updating of familiar ones.



This year is also the one hundredth birthday of the company’s mascot

Bibendum, better known as the Michelin man.



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