Bridgestone UK case study by Nexnet PR

Case Study

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Promoting the Bridgestone brand through highlighting its involvement in Formula One, and reinforcing links between the sport and the company's range of products and corporate achievements.

Project – Nexnet PR was retained to provide a pro-active media relations service for Bridgestone UK from 2001 to 2007. Nexnet used a tailored programme of public relations activity to underline and reinforce Bridgestone’s position at the forefront of Formula One, promoting the brand across all UK trade and consumer media.

All media communications highlighted Bridgestone’s involvement in motorsport, and this was used to highlight its dedication to continuous product development – particularly in relation to run-flat tyres – and promoted the range and quality of Bridgestone’s car and motorcycle tyres.

The premium nature and quality of the brand and its products was underlined, and the profile of Bridgestone UK - the UK sales arm of the largest tyre company in the world - was successfully raised, while achieving the goal of positioning Bridgestone as the voice of authority in the tyre industry.

Nexnet promoted the First Stop independent network of dealerships to potential consumers and also potential dealer members, and used further PR activity to reinforce the company’s links with Formula One.

Bridgestone’s commitment to road safety was highlighted through the publicising of its involvement in various initiatives, notably launching the Think Before You Drive campaign in 2006 in association with the FIA.

Audiences – Potential customers (tyre dealers/wholesalers/fleet managers), potential members of the First Stop network of dealerships

Potential consumers (owners and users of cars, motorbike enthusiasts)

Campaign – With such a broad target, a structured approach was taken to maximise coverage relating to

specific subjects and campaigns in relevant media titles. Hard story leads were identified and exploited in a co-ordinated fashion to produce consistent, quality media coverage across a range of local, regional and national newspapers, national consumer magazines and trade publications. Radio and TV coverage continued promoting the brand and its messages.

Results – Continuous presence in all relevant tyre trade media, comments from BSUK personnel included in all relevant features, success and benefits of membership of First Stop network regularly highlighted in trade press.

Regular national consumer magazine coverage, national newspaper coverage for specific subjects, regional news coverage for the company, its products and First Stop dealers.

TV coverage for local dealerships achieved. Radio coverage achieved on more than 100 different occasions.

Activity generated average of 1,000+ print media cuttings each year

Budget – Circa £120,000 per annum

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