Michelin plans non-tire retail store in S.C.
GREENVILLE, S.C.-Michelin North America Inc. this summer plans to open its first retail store in North America to offer Michelin-branded lifestyle goods, but it will not sell tires.
Michelin said the store, dubbed ``Michelin on Main,'' will open on Main Street in Greenville, where the company has its North American headquarters. The store will sell products such as maps, guides, jackets and hats and offer information about the company, its products and its heritage. Consumers can receive information about Michelin's tires, but they will be referred to local dealers to actually buy the products, the tire maker said.
``Our primary goal with Michelin on Main is to help us connect even more closely with the community, Michelin families and our consumers,'' said Jim Micali, chairman and president.
The tire maker employs about 8,000 in South Carolina.
The store-in Greenville's RiverPlace complex, adjacent to several restaurants-is the company's first for North America though Group Michelin has retail stores in France as well.
BFG debuts ad campaign during b-ball on CBS
GREENVILLE, S.C.-Michelin North America Inc.'s BFGoodrich (BFG) brand was scheduled to launch an integrated advertising campaign on CBS, starting March 10 and 11, to coincide with the network's broadcasts of men's college basketball tournaments.
BFG said it will maintain a high profile during the CBS Sports broadcasts with a new 30-second commercial featuring four of the brand's motorsports champions. The tire maker called the spots upbeat and energetic and said they ``promise to appeal to the BFGoodrich tires consumer target.''
Drivers featured in the spots are Travis Pastrana, X-Games rally gold medalist; Samuel Hbinette, a two-time Formula Drift champion; Larry Roeseler, a multiple SCORE Baja 1000 winner on BFG tires; and Rock Crawling champion Tracy Jordan.
In addition to CBS, Michelin said BFG will continue to advertise in traditional automotive publications as well as increase its presence in automotive enthusiast television programming such as the ``SPEED Report on the SPEED Channel,'' ``Bull Run'' on Spike TV, ``Extreme 4x4'' and other popular automotive shows.
Television ads are scheduled to air from March through the end of the calendar year, with the basketball game-targeted spots also slated to run March 17, 24 and 25, according to BFG.
During the ``Road to the Final Four'' pre-game show, BFG will introduce the ``BFGoodrich Tires Road Crew'' as it hosts the ``BFGoodrich Tires Road Crew Challenge''-a series of driving events showcasing some of college basketball's most passionate fans alongside BFG products.
BFG said the ``unique concept assures BFGoodrich a premier, integrated position during one of the nation's biggest sporting events''-the NCAA's March Madness tournament.