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Michelin's ZP Tire Launch Lands Distinguished Award

13 May 1998

Success of Michelin's ZP Tire Launch Lands Distinguished Award

    NEW YORK, May 13 -- Michelin North America won Inside PR
magazine's celebrated Creativity in Public Relations Award (CIPRA) for the
1997 launch of the Michelin MXV4 ZP tire.  The CIPRA, which is regarded as the
largest and most prestigious awards program of its kind, was presented to
Michelin at a gala affair in New York City on Wednesday, May 6.
    "We are extremely pleased to win a CIPRA," said Jim Morton, Michelin's
vice president of public relations.  "The MXV4 ZP was the first zero-pressure
tire to be launched to the replacement market.  The success of that
introduction gave us the momentum to launch additional ZP sizes and
established Michelin as the leader in zero-pressure tire technology."
    The CIPRA is given annually to organizations exemplifying the best use of
strategy and creativity in executing public relations programs.  Entries are
evaluated by a panel of experts selected from among the top practitioners in
the country.
    The Michelin MXV4 ZP, or zero-pressure tire, is manufactured with
cutting-edge technology that allows the tire to be driven for up to 50 miles
at speeds of up to 55 mph, even with a total loss of air pressure.  Michelin's
Communications Group, together with its public relations agency, Golin/Harris
Communications, utilized a comprehensive media strategy to launch the MXV4 ZP
tire in the United States that focused on the important safety aspect of these
tires.  In addition, journalists had the opportunity to drill 1-inch holes in
the sidewall of a tire before testing the tires on the open road.
    As a result of these efforts, the tire was featured in news stories across
the country, including national television programs such as "Good Morning
America," "CBS This Morning," "Dateline" and "Extra."  The tire was also
featured in newspapers such as the Wall Street Journal, USA Today and Chicago
Tribune.
    Michelin manufactures and sells tires for every type of vehicle -- from
bicycles to trucks, from automobiles to the space shuttle, from agricultural
to earthmover equipment.  Michelin North America, headquartered in Greenville,
S.C., employs 23,000 and operates 23 plants.

SOURCE  Michelin North America