News Release: Bridgestone/Firestone Maintains Times Square Identi ty

FOR IMMEDIATE RELEASE

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                        (877) 201-2373

 

BRIDGESTONE/FIRESTONE MAINTAINS TIMES SQUARE IDENTITY

High-visibility dual-sided billboard reinforces brand strength

 to consumers and dealers

 

NASHVILLE, Tenn. (May 13, 2004) - For the second year in a row,
Bridgestone/Firestone North American Tire, LLC is promoting the power of its
premier brands through a prominent dual-sided billboard in Times Square in
downtown New York City, New York, one of the world's most famous and visible
advertising venues.

"Positioning our flagship brands in this place of advertising significance
sends an important message to consumers and our dealers alike," said Phil
Pacsi, executive director, North America Consumer Tire Brand Marketing,
Bridgestone/Firestone North American Tire, LLC (BFNT). "Maintaining our
presence in Times Square shows both the enduring strength of the Bridgestone
and Firestone brands and our continued commitment to reinforce their
respective images."

The Bridgestone brand is featured on one face of the two-sided billboard,
highlighted as the tire fitted on a Scuderia Ferrari Formula One race
vehicle. "On this giant-sized image of the ultimate driving machine is the
ultimate Bridgestone-brand tire, a tire that has carried the past six
Formula One champions to their titles" said Pacsi. The Bridgestone brand's
"Passion for Excellence" campaign tagline is also on the board, highlighted
with neon for a dramatic night-time display.

On the reverse face, the Firestone brand is promoted in a striking and
colorfully-vibrant vertical shot of an Indy race vehicle. "This board
showcases the brand's strong and longstanding relationship with the
Indianapolis 500 Mile Race(r).  Firestone-equipped drivers have won the Indy
500 a total of 54 times, more than all other tire manufacturers combined,
and our success at Indy has been one of the cornerstones of the success of
the Firestone brand." said Pacsi.

Through the Times Square placement, Pacsi sees the billboards as vital to
driving the consumer interest in the brands, (www.bridgestonetire.com
<http://www.bridgestonetire.com/> , www.firestonetire.com
<http://www.firestonetire.com/> ), which in turn is vital to
Bridgestone/Firestone dealers everywhere. "There is probably no other
advertising location as well-known as Times Square," said Pacsi. "The images
end up in movies and photos; millions of people see these boards daily.
There is some inherent cachet in being part of the Times Square real estate,
something that lets the world know that you are a brand of enduring quality,
longevity and strength. That is the message our commitment to this campaign
displays, one that consumers will remember as they shop for our brands."

Nashville-based Bridgestone/Firestone North American Tire, LLC (BFNT) is a
subsidiary of Bridgestone Americas Holding, Inc., whose parent company,
Bridgestone Corporation, is the world's largest tire and rubber company.
BFNT develops, manufactures, and markets Bridgestone, Firestone and
associate and private brand tires. The company is focused on wholesale and
original equipment markets, supplying passenger, light truck, commercial
vehicle, off-road, agricultural and other tires to its customers in North
America.

            Firestone is the official tire of the Indy Racing League(r),
which includes the IndyCar Series(r) and the Menards Infiniti Pro Series(r),
and the Indianapolis 500 Mile Race. Indy (r), Indy 500(r), Indy Racing
League and Indianapolis 500(r) Mile Race are registered trademarks of
Brickyard Trademarks, Inc.

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Regards,

 

Tiffany Bryant

Public Relations

Bridgestone Americas Holding, Inc.

535 Marriott Drive

Nashville, TN 37214

 

615.937.1418 - voice

1.877.201.2373 - media center