Firestone Announces New National Advertising Campaign
Ads to focus on company's action plan for the future, "Making It
Right"
New CEO Takes Messages on Safety, Quality
Control Directly to Consumers
Nashville, Tenn. (April 5, 2001)
– Firestone announced today its new national advertising
campaign, which will focus on "Making it Right," the company's
action plan for the future. In the ads, Bridgestone/Firestone Chairman,
President and CEO John Lampe will outline the key components of the
company's action plan, which is dedicated to restoring consumer confidence
in Firestone tire performance and quality.
The two-phase campaign begins April 6 with print and
broadcast advertising featuring Lampe, and details the elements of the
'Making it Right' plan. That plan includes previously announced enhancements
in manufacturing and quality control. The second phase will include
advertisements featuring legendary racecar drivers Mario and Michael
Andretti, who will reinforce the importance of tire maintenance
and safety, and talk about their experiences with Firestone tires, both
on and off the track.
"We know every person riding on a Firestone tire
wants to feel confident that they will get to their destination safely,"
Lampe said. "In the past few months we have carefully examined
the way we do business and are making significant changes and enhancements
along the way. The 'Making it Right' action plan outlines those enhancements
and is an important part of our commitment to restoring public trust
in the Firestone brand. We believe in our tires, and we want to prove
to the American public they should believe in them as well."
The two-phase campaign is designed to outline the steps
Firestone is taking to rebuild consumer confidence in the brand as well
as continue the company's tire maintenance educational campaign, according
to Shu Ishibashi, Bridgestone/Firestone Executive Vice President and
President of the U.S. Consumer Tire Group, who oversaw the development
of the campaign.
"Our commitment to 'Making it Right' encompasses
a broad spectrum of activities we've engaged in with consumers,"
Ishibashi said. "While this advertising campaign is a major component
of that effort, it is just as important that we are providing consumers
with safety information through tiresafety.com, and the placement of
Inflate, Rotate, Evaluate safety brochures in retail locations nationwide.
We are also providing the public with opportunities to learn about the
real world performance advantages of our products through many "Drive
and Learn" activities across the U.S."
Firestone will launch the new campaign with both print
and television advertising. Full-page ads will run in the Wall Street
Journal, USA Today, Tire Business, Modern Tire Dealer, Automotive News
and Ward's Auto. The ads will also run in select newspapers nationwide.
The television campaign is expected to reach 80% of
the adult viewing population from early April through mid-May and beyond.
The spots will run during network morning and evening news programs,
primetime newsmagazines and on cable news and entertainment channels.
Ads will also run during CART and IRL racing events on ESPN, ESPN2 and
ABC.
The 'Making it Right' action plan is the result of
an extensive internal review by the company, the results of which were
announced in December 2000. Enhancements were announced in three core
areas:
- quality assurance group reporting directly to Lampe
was formed and charged with implementing an enhanced "early warning"
system and a rapid response structure to provide for detection of
issues before they become problems;
- Targeted enhancements in the materials and construction
of Bridgestone/Firestone tires, with an emphasis on increased standardization
throughout Bridgestone's global operations; and,
- Consistent with the company's long-standing program
of "continuous improvement", production facilities and processes
will continue to be upgraded. This will help respond to new requests
from customers and meet anticipated stricter tire regulations.
Firestone has also expanded warranties to prove its
products are worthy of customers' trust. Additionally, the company has
intensified its efforts to inform consumers and dealers about proper
tire maintenance and safety, including the development of an innovative,
web-based consumer outreach program. Earlier this year, Firestone launched
www.tiresafety.com,
which provides consumers with monthly reminders on tire inflation and
maintenance, and also provides consumers with a free tire pressure gauge.
The company expects to distribute more than 2.5 million tire gauges
during the first few months of the campaign.
In addition to print and television ads, the Firestone
campaign will utilize database marketing, in-store promotions, car care
clinics and Internet advertising.
The "Making it Right" advertising
campaign was designed by Grey Worldwide.
About Bridgestone/Firestone
Nashville-based Bridgestone/Firestone Inc. is the largest subsidiary
of Bridgestone Corporation, the world's largest tire and rubber company.
Bridgestone/Firestone develops, manufactures and markets Bridgestone,
Firestone, Dayton, and associate and private brand tires. The company
also produces Firestone air springs, roofing materials, synthetic rubber,
and industrial fibers and textiles.
