Michelin The Official Tire of IMSA
Big Title, Bigger Opportunities
Every racecar at every IMSA race is outfitted with Michelin tires. But Michelin quickly realized that simply being named the Official Tire of IMSA doesn’t necessarily promise a payoff. You’ve got to do something with a title like that. Which is why Michelin asked JACKSON, their longtime partner at the track, to help them maximize their ROI as the Official Tire of IMSA.
Blood, Sweat and Storytelling
Michelin’s “ask” meant ramping up the support that JACKSON currently provided, plus identifying and executing on new brand amplification opportunities.
PR & Communications
- Maintaining media partner relationships
- Managing team and driver relationships
- Developing automotive manufacturer relationships
- Ideating, writing and distributing pre- and post-race articles
- Developing social media content
- Producing NBC Tire Tech Minute videos
- Developing crisis communication plans
On-Site Marketing & Event Support
- Michelin Man management
- Strategic brand placement for in-car cameras and the track
- Podium ceremony brand management
- Contingency program maintenance
- Michelin Tire Workshop operation and pit lane tours
- Race weekend itineraries
- Equipment delivery, setup, checks, etc.
- Ticket procurement and management
- Catering
