Communique set to push Goodrich brand for Michelin

Tyre firm Michelin is launching a fresh communications initiative

for its BFGoodrich brand in a bid to break into the mainstream

media.



BFGoodrich bosses have enlisted the help of Manchester-based Communique

Public Relations to run the consumer PR push, on fees of more than

£200,000.



The appointment follows a four-way pitch in November last year (PRWeek,

30 November 2001), comprising incumbent MPH Communications, The Red

Consultancy and ICAS PR.



Communique has been tasked with raising awareness nationally and

targeting the consumer market rather than the specialist motor

press.



The PR work will run alongside a national ad campaign aimed at 18 to

35-year-old men.



Vicky Chandler, a Communique director, leads the account with support

from Tim Downs, reporting to BFGoodrich marketing manager Mark Hopkins.



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