Officials from Bridgestone/Firestone Americas Holding Inc. described its recently announced multi-media ad campaign in more detail at a product launch in Phoenix, Ariz., today (see "Bridgestone/Firestone introduces ad campaign," Feb. 4).
New television spots will be seen first at the 2002 Winter Olympics in Salt Lake City, Utah, beginning Saturday. The commericals will focus on new Bridgestone technology.
A second phase of commercials will focus on the Turanza LS line of tires, including the LS-T, a T-rated touring tire that will be available next month.
The media campaign also will include billboards, credit card statement inserts, Internet ads and radio spots. "But the primary media will be TV," says Phil Pacsi, executive director, North American consumer tires brand marketing for the Bridgestone/Firestone North American Consumer Tires Sales Group.
Pasci also announced that the Firestone brand will get its own set of commercials starting in March. They will focus on Firestone's history and involvement in racing.
"We are totally committed to what Firestone is and to rebuilding this brand."
