GREENVILLE, S.C. (March 9) — Michelin North America Inc.´s BFGoodrich brand is scheduled to launch an integrated advertising campaign on CBS, starting March 10 and 11, to coincide with the network´s broadcasts of men´s college basketball tournaments.
BFG said it will maintain a high profile during the CBS Sports broadcasts with a new 30-second commercial featuring four of the brand´s motorsports champions. The tire maker called the spots upbeat and energetic and said they "promise to appeal to the BFGoodrich tires consumer target."
Drivers featured in the spots are Travis Pastrana, X-Games rally gold medalist; Samuel Hubinette, a two-time Formula Drift champion; Larry Roeseler, a multiple SCORE Baja 1000 winner on BFG tires; and Rock Crawling champion Tracy Jordan.
In addition to CBS, Michelin said BFG will continue to advertise in traditional automotive publications as well as increase its presence in automotive enthusiast television programming.
Television ads are scheduled to air from March through the end of the calendar year, with the basketball game-targeted spots also slated to run March 17, 24 and 25, according to BFG.
During the "Road to the Final Four" pre-game show, BFG will introduce the "BFGoodrich Tires Road Crew" as it hosts the "BFGoodrich Tires Road Crew Challenge" — a series of driving events showcasing some of college basketball´s most passionate fans alongside BFG products.