Michelin North America and JVC partner on tire/DVD promotion
Michelin North America Inc. and JVC are combining for a sales promotion from Aug. 24 through Sept. 27, 2003.
During that time period, consumers will receive a free JVC DVD player ($100 retail value) with the purchase of any four new Michelin brand light truck/SUV or passenger car tires by sending in a redemption form and proof of purchase (or legible copy).
Michelin is investing $15 million to support the promotion, including:
* Television advertising -– The promotion will be featured in TV spots airing during major sporting events, including college football on ABC, ESPN, and CBS; and NFL football on CBS, FOX and ABC.
* Local outreach –- Point-of-purchase displays featuring the JVC DVD player and the Michelin Man, as well as print and radio advertisements developed for the promotion.
* Web site tie-ins –- Ads will be placed on popular sites such as Google, AOL and Overture. The promotion will also be featured on www.michelinman.com.
* Direct mail – Michelin will mail and e-mail more than one million consumers via permission marketing.
"The Michelin consumer and the JVC consumer are very similar, they're passionate about technology and they will seek out the best products for their automobile and their homes," said Sheryl Henderson, director of Michelin Brand. "This shared technical expertise makes this partnership with JVC a win-win for our consumers and that's what we’re looking for in all of our promotions."