Youth-focused BFGoodrich seeks LA firm

LOS ANGELES: BFGoodrich Tires, a Michelin subsidiary, is searching for an LA-based PR agency.

LOS ANGELES: BFGoodrich Tires, a Michelin subsidiary, is searching for an LA-based PR agency.

While the company is being secretive about the search, at least three local firms are readying pitches for the business.

BFGoodrich also recently launched a marketing push in Asia, targeting young, male

"performance" drivers. That effort is aimed at communicating "the essence of the brand - authenticity, intensity, creativity, and audacity - so as to establish it as the lifestyle choice of tire for younger motoring enthusiasts," Elaine Tay, Asia-Pacific brand manager, told press.

The South Carolina-based company may be looking to expand on that approach in the US through entertainment-related ventures. Car culture - and related entertainment properties such as 2 Fast 2 Furious - is increasingly popular, giving companies like BFGoodrich new possibilities for exposure. In fact, BFGoodrich tires were featured on the 1967 Pontiac GTO driven by Vin Diesel in XXX.

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