MICHELIN BEGINS GRAND PRIX PROMOTION
By Adnews Staff
Tire manufacturer Michelin North America (Canada) Inc. of Laval, PQ, has begun a promotional campaign tied to the Air Canada Grand Prix. The racing event will take place at the Gilles-Villeneuve circuit in Montreal from June 7 to June 9. Six teams participating in the event will use Michelin Tires, marking the company's return to Grand Prix racing after several years' absence. The promotional campaign is running in Montreal's metro transit system. It includes a Michelin train decorated with images of the company's spokescharacter Bibendum. The campaign also includes posters inside the cars of the Michelin train, columns in downtown metro stations, interior and exterior advertising panels on buses and large banners in the Jean-Drapeau metro station. The Michelin train will run on metro's "orange" line until June 2. It will then run on the "yellow" line, which is one of the direct routes to the race location. After the Grand Priz the Michelin train will return to the "orange" line, where it will run until June 30. Public relations for Michelin are handled by Edelman Public Relations.