The two-phase campaign begins tomorrow with print and broadcast advertising featuring Bridgestone/Firestone chairman, president and CEO John Lampe, and details the elements of the plan. The plan includes previously announced enhancements in manufacturing and quality control.
The second phase will include advertisements featuring legendary race car drivers Mario and Michael Andretti, who will reinforce the importance of tire maintenance and safety, and talk about their experiences with Firestone tires, both on and off the track.
“We know every person riding on a Firestone tire wants to feel confident that they will get to their destination safely,” Lampe said. “The plan outlines those enhancements and is an important part of our commitment to restoring public trust in our brand.”
Full-page ads will run in the Wall Street Journal, USA Today, Tire Business, Modern Tire Dealer, Automotive News and Ward's Auto. The ads will also run in select newspapers nationwide.
The television campaign is expected to reach 80% of the adult viewing population from early April through mid-May and beyond. The spots will run during network morning and evening news programs, primetime newsmagazines and on cable news and entertainment channels. Ads will also run during CART and IRL racing events on cable and network television.