BFS launches new consumer confidence ad campaign
Bridgestone/Firestone (BFS) Inc. has unveiled its new national advertising campaign under the slogan "Making It Right."
The two-phase campaign, which features BFS Chairman, President and CEO John Lampe, kicks off today with print and broadcast ads reviewing previously announced manufacturing and quality control improvements.
The second phase includes ads featuring race car drivers Mario and Michael Andretti, who will discuss tire maintenance and safety.
The program also will outline steps BFS is taking to restore consumer confidence in the Firestone brand, according to company officials.
Print ads will run in major publications and TV spots are expected to reach 80% of the United States' adult viewing audience "through mid-May and beyond." The commercials will air during network morning and evening news programs, among other slots.
In addition, BFS plans to utilize database marketing, in-store promotions, Internet advertising and car care clinics to promote its message.