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
Michelin has appointed local agencies in all the main European
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.