LET'S TALK

MICHELIN
THE OFFICIAL
TIRE OF IMSA

JACKSON HELPS MICHELIN AMPLIFY THEIR STORY OF "THE OFFICIAL TIRE OF IMSA"

photo

CHALLENGE

HELP MICHELIN MAXIMIZE THE RETURN ON THEIR LONG-TERM INVESTMENT TO SERVE AS THE OFFICIAL TIRE OF IMSA

Jackson was a part of the very first conversations Michelin had with IMSA. Every race weekend, we are at the track, visibly associated with Michelin and IMSA as we support the logistics and operations of the Michelin tire workshop. Our involvement doesn't stop there either. We plan and execute Michelin's marketing, PR and communications efforts, using the IMSA platform to reach an audience at and beyond the track to increase overall market share with a specific focus on the high-performance market.

But at the end of the day, association is never quite enough. Michelin wanted to maximize their ROI as the official tire of IMSA.

SOLUTION

JACKSON'S PARTNERSHIP WITH MICHELIN NEEDED TO BE MORE SPECIFIC IF IT WAS GOING TO BE STRATEGIC. WE ACCOMPLISHED THIS BY RAMPING UP OUR TACTICS WITHIN OUR PARTNERING ROLES.

PR and Communications

  • Creating and executing storylines throughout the season and making strategy contributions for stories that transcend a single season
  • Maintaining relationships with media partners
  • Managing team and driver relationships within the paddock
  • Developing relationships with automotive manufacturers
  • Providing strategic consultation, writing and distribution of pre- and post-race articles
  • Creating and executing a social media plan that includes photography and video content
  • Developing season-long crisis communication plans including event-by-event modifications
  • Creating and coordinating production of "Tech Minute" video pieces shown during race broadcast

Marketing Strategy with On-site Support at IMSA Races

  • Maintaining brand image through
  • Management of the Michelin Man
  • Branding placement for in-car cameras
  • Podium ceremony brand management
  • Participation in brand placement throughout each track
  • Maintenance of contingency programs
  • Management and delivery of tire workshop and pit lane tours

Event Manager

  • Developing, documenting and distributing daily minute-by-minute schedule for all relevant activities during a race weekend
  • Coordinating a pre-race "good to go" meeting
  • Managing pre-event assets and ensuring all assets and equipment are in appropriate condition and arrive at the track on time
  • Procuring and managing tickets
  • Coordinating meals
photo photo photo photo

RESULTS

Our efforts were—and still are—successful. The paddock became a place where we not only built and nurtured relationships, but also created and shared brand storylines such as Michelin's track-to-street messaging. We hosted tire dealers and provided product education, onsite and post-event. We also expanded our media impact by producing and executing Tech Minutes with NBC and publishing articles on Sportscar365.

TO SEE HOW JACKSON
CAN HELP YOUR BRAND

email Todd Steen
or call 864.272.3000
VIEW MORE WORK

OFFICES

HQ
864.272.3000
WEST COAST
619.219.2564
KEY CONTACTS
Todd Steen
Kristie GraySmith
Jackson offices