Michelin prepares to launch new BFGoodrich integrated ad campaign

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As "March Madness" approaches, Michelin North America Inc. is getting ready to launch its new BFGoodrich tire advertising campaign with a number of television and magazine ads.

The BFGoodrich brand will maintain a high profile on CBS Sports' broadcast of the men's college basketball tournament.

1. A 30-second commercial will feature four of the brand's motorsports champions: Travis Pastrana, X-Games rally gold medalist; Samuel Hübinette, two-time Formula Drift champion; Larry Roeseler, multi-time SCORE Baja 1000 winner; and Tracy Jordan, rock crawling champion.

"The spots are upbeat, energetic and promise to appeal to the BFGoodrich tires consumer target," says the company.

2. On the "Road to the Final Four" pre-game show, the "BFGoodrich Tires Road Crew" will host the "BFGoodrich Tires Road Crew Challenge," a series of driving events showcasing some of college basketball's most passionate fans alongside BFGoodrich tires.

The integrated campaign with CBS will begin Saturday, March 10, and run on March 11, 17, 24 and 25.

In addition to CBS, the brand will increase its presence on "automotive enthusiast" TV programs such as the "SPEED Report" on the SPEED Channel, "Bull Run" on Spike TV and other popular automotive shows. Michelin will air the TV ads from March through the end of the calendar year.

Michelin also will continue to advertise the BFGoodrich brand in traditional automotive publications such as Car & Driver, 5.0 Mustangs, Four Wheeler and many more.

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