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Michelin Teams with ESPN and Dodge Viper in Largest Ever National Promotion

9 September 1999

Michelin Teams with ESPN and Dodge Viper in Largest Ever National Promotion

    GREENVILLE, S.C., Sept. 9 -- Michelin North America has
launched a multi-million dollar national promotional program called "Buy 4 and
Score" to build additional sales momentum on top of its very successful
advertising campaign, "Because so much is riding on your tires."  The program
launched August 29, 1999 and continues for nine weeks until October 31, 1999.
The grand prize will be revealed on ESPN College GameDay on Saturday, October
30, when a lucky winner could become the owner of a new Dodge Viper.
    The program, co-sponsored by ESPN, offers a free Emergency Roadside Kit
(estimated retail value -- $100) with the purchase of four new Michelin brand
passenger or light truck tires.  Plus, consumers get a chance to win one of
more than a thousand prizes through a special GameCard delivered in national
magazines and available in-store.  Some of the prizes include trips to the
Skip Barber Racing School, his or her Tag Heuer sport watches, ESPN crew
jackets, SONY Watchman(R) TV's and Compact Disc music packages.  Customized
marketing partnerships were created to broaden Michelin's consumer base.
    "Never before has Michelin come forth with as strong a promotion as 'Buy 4
& Score'," comments Chris Kuechenmeister, public relations manager at Michelin
North America.  "As Michelin identified its opportunity to reach a broader
target, a partnership with ESPN stood out as the single-best vehicle to
accomplish our mission and we are very excited to be working this closely with
them."
    Advertising for the program will focus heavily on ESPN College GameDay,
ESPN2, ESPN Classic, The Weather Channel, select prime Network TV shows, NFL
Football and even the World Series.  This is the largest promotional effort
Michelin has ever engaged in.  The multi-media integrated effort includes
National TV, National Print, dimensional in-store merchandising/POS and an
integrated on-line effort with http://www.michelin.com and http://www.ESPN.com .
    "By design, we have created a multi-media integrated promotional sales
event that we believe will appeal to discerning consumers of all ages," said
Amy Fisher, marketing manager, Michelin North America.  "By creating a
compelling retail offer that links Michelin back to the key equities of the
brand -- innovation and an image of security -- we believe this program will
invite a broader base of consumers to enter the Michelin franchise and stay
for a very long time."
    Michelin manufactures and sells tires for every type of vehicle, including
airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy duty
trucks, motorcycles and the space shuttle.  Headquartered in Greenville, S.C.,
Michelin North America, Inc. employs 27,000 and operates 23 plants.