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Michelin conducts Embrace Winter campaign

Tire company Michelin Canada has begun a new marketing campaign called "Embrace Winter." The campaign promotes the company's line of winter tires and depicts them as a way for consumers to enjoy winter activities without worrying about road conditions. The effort includes a contest component called "Storm of Surprises" that will run at participating dealer locations and online at Winners will receive a variety of winter-themed prizes. The contest will run until February 2016.

The campaign also includes an online video, television promotion on Sportsnet, Télé-Québec and ICI Radio-Canada Télé, social media activities and a pair of driving safety events aimed at teenagers and parents in Toronto and Montreal.

"No one does winter like Canadians," said Sylvaine Cuniberti, marketing director at Michelin North America Canada. "It's a magical season, with countless opportunities to enjoy the great outdoors. So this year, we're reaching out to Canadians, inviting them to fully embrace winter. Seasonally appropriate tires equip Canadians, when the cold sets in, to take on winter's range of road conditions safely and with pleasure. This contest will allow us to storm them with some additional great surprises."

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