Goodrich gearing up for Asia launch

SINGAPORE: Tire giant Michelin will soon finalize several pitches across Asia-Pacific before it launches US brand BF Goodrich in the region next year.

SINGAPORE: Tire giant Michelin will soon finalize several pitches across Asia-Pacific before it launches US brand BF Goodrich in the region next year.

Last month, Michelin hired Fulford PR's Singapore office to coordinate and implement the PR strategy.

Fulford is now staging four pitches in Australia, Japan, the Philippines, and Indonesia to make sure there is representation in the campaign's target regions. Fulford has existing affiliate relationships with firms in Taiwan, China, and Malaysia.

"We need to make sure the agencies get the coverage and meet the same standards and requirements," said agency MD Linda Fulford. "We are responsible for raising media awareness around the launch event next year," she added.

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