A new product-based ad campaign by Bridgestone/Firestone Americas Holding Inc. will premiere Saturday, Feb. 9, during the Salt Lake City Winter Olympics telecast on NBC.
"Our most recent brand campaigns have concentrated primarily on the enthusiast," said Shu Ishibashi, president of Bridgestone/Firestone North American Consumer Tire Sales Group. "This new campaign puts technology at the forefront with an emphasis on the Bridgestone brand itself and its mass appeal."
The new television ads will be supported by print advertisements.
"The automotive enthusiasts have long been the backbone of the Bridgestone brand," said Ishibashi. "We have every intention of maintaining our strong and loyal customer base but hope to grow our visibility beyond our already well-established enthusiast consumer."
The campaign's second phase will begin in March. It will focus exclusively on a new family of tires, the Bridgestone Turanza LS.
The Turanza LS line features UNI-T AQII technology. A key element of UNI-T AQII technology is a dual-layer tread that helps keep up performance in wet conditions as a tire wears.
Engineers and chemists working on the Turanza LS tires also focused on noise reduction and driving comfort, qualities associated with the best touring tires.
The Bridgestone Turanza LS-H, LS-V and LS-Z variants will replace the Bridgestone Turanza Revo, and will be available in a total of 30 sizes (18, eight and four, respectively).
The Bridgestone Turanza LS-T replaces the Bridgestone Turanza T, and will be available in 28 sizes.