CLIENT
Michelin North America
Tim Jamison, Brand Dir.
Tom Jupena, Mktg. Communications Manager
Ross Shields, Mktg. Manager
Ashley O'Dell, Mktg. Manager
AGENCY
David Garriga, Media Supervisor
Linda Gonzalez, Hispanic Consultant
Allen Bosworth, EVP - Dir. of Client Services
Ty Thornhill, Account Supervisor
Jason Tankersley, Account Supervisor
Mike Weston, Associate Creative Dir.
Trone Public Relations
SUMMARY
Brand research indicated there was a tremendous opportunity for the Uniroyal tire brand among Hispanics in South Florida. An integrated campaign using television, radio, outdoor and out-of-home was created to create an environment where the retail partners could effectively sell the product to an audience that is familiar with the brand and considers it part of its community. Sales objectives were exceeded for both retailer partners by 500% or more and aggressive awareness/brand consideration goals were also surpassed.
