March 28, 2007


Michelin introduces new “A Better Way Forward” campaign

Greenville, South Carolina – Michelin has created a new North American marketing campaign that demonstrates the company’s evolution as a tire manufacturer, as well as its commitment to society, environment and protecting people on the road. A new slogan, “A Better Way Forward”, will be the focus of a multi-tier media campaign across television, radio, print and online advertising.

The company’s new site, MichelinMan.com/forward, will include downloadable images, vintage commercial advertisements, and videos to guide viewers through important information, including driving safety tips and new tire innovations.

The 108-year-old Michelin Man is the centre of the campaign; in one commercial he installs recycled rubber material in a children’s playground to communicate the company’s commitment to finding alternative uses for end-of-life tires.

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