Tyre firm Michelin is launching a fresh communications initiative
for its BFGoodrich brand in a bid to break into the mainstream
BFGoodrich bosses have enlisted the help of Manchester-based Communique
Public Relations to run the consumer PR push, on fees of more than
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
The PR work will run alongside a national ad campaign aimed at 18 to
Vicky Chandler, a Communique director, leads the account with support
from Tim Downs, reporting to BFGoodrich marketing manager Mark Hopkins.