Firestone Announces New National Advertising Campaign
NASHVILLE, Tenn.--April 5, 2001--Firestone announced today its new national advertising campaign, which will focus on "Making it Right," the company's action plan for the future.
In the ads, Bridgestone/Firestone Chairman, President and CEO John Lampe will outline the key components of the company's action plan, which is dedicated to restoring consumer confidence in Firestone tire performance and quality.
The two-phase campaign begins April 6 with print and broadcast advertising featuring Lampe, and details the elements of the 'Making it Right' plan. That plan includes previously announced enhancements in manufacturing and quality control. The second phase will include advertisements featuring legendary racecar 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. "In the past few months we have carefully examined the way we do business and are making significant changes and enhancements along the way. The 'Making it Right' action plan outlines those enhancements and is an important part of our commitment to restoring public trust in the Firestone brand. We believe in our tires, and we want to prove to the American public they should believe in them as well."
The two-phase campaign is designed to outline the steps Firestone is taking to rebuild consumer confidence in the brand as well as continue the company's tire maintenance educational campaign, according to Shu Ishibashi, Bridgestone/Firestone Executive Vice President and President of the U.S. Consumer Tire Group, who oversaw the development of the campaign.
"Our commitment to 'Making it Right' encompasses a broad spectrum of activities we've engaged in with consumers," Ishibashi said. "While this advertising campaign is a major component of that effort, it is just as important that we are providing consumers with safety information through tiresafety.com, and the placement of Inflate, Rotate, Evaluate safety brochures in retail locations nationwide. We are also providing the public with opportunities to learn about the real world performance advantages of our products through many "Drive and Learn" activities across the U.S."
Firestone will launch the new campaign with both print and television advertising. 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 ESPN, ESPN2 and ABC.
The 'Making it Right' action plan is the result of an extensive internal review by the company, the results of which were announced in December 2000.
Enhancements were announced in three core areas:
A quality assurance group reporting directly to Lampe was formed and charged with implementing an enhanced "early warning" system and a rapid response structure to provide for detection of issues before they become problems;
Targeted enhancements in the materials and construction of Bridgestone/Firestone tires, with an emphasis on increased standardization throughout Bridgestone's global operations; and, Consistent with the company's long-standing program of "continuous improvement", production facilities and processes will continue to be upgraded. This will help respond to new requests from customers and meet anticipated stricter tire regulations.
Firestone has also expanded warranties to prove its products are worthy of customers' trust. Additionally, the company has intensified its efforts to inform consumers and dealers about proper tire maintenance and safety, including the development of an innovative, web-based consumer outreach program. Earlier this year, Firestone launched www.tiresafety.com, which provides consumers with monthly reminders on tire inflation and maintenance, and also provides consumers with a free tire pressure gauge. The company expects to distribute more than 2.5 million tire gauges during the first few months of the campaign.
In addition to print and television ads, the Firestone campaign will utilize database marketing, in-store promotions, car care clinics and Internet advertising.
The "Making it Right" advertising campaign was designed by Grey Worldwide.