NASHVILLE Tenn. (Feb. 5, 2002)—Bridgestone/Firestone announced it will launch a new technology-driven advertising campaign with spots premiering during the Winter Olympics, which begin Feb. 9 in Salt Lake City, Utah.
The tire maker said it is trying to drive home a message of technology via a new marketing campaign showcasing its latest products. The TV spots will be supported by print ads, BFS said.
“This new campaign puts technology at the forefront with an emphasis on the Bridgestone brand itself and its mass appeal,” said Shu Ishibashi, president of BFS' North American Consumer Tire Sales Group.
BFS said media buys will be made in select markets and that traditional Bridgestone brand advertising—to the racing community—also will be incorporated.
The campaign's second phase will debut in March and will focus exclusively on the Bridgestone Turanza LS, a new family of tires, BFS said. The Turanza LS will feature UNI-T AQII technology, a dual-layer tread designed to maintain performance in wet conditions as a tire wears, the company said.
The Turanza LS-H, LS-V and LS-Z tires will replace the Turanza Revo and be available in a total of 30 sizes (LS-H in 18, LS-V in eight and LS-Z in four), BFS said. The Turanza LS-T replaces the Turanza T and will come in 28 sizes