Bridgestone is forecasting a brighter sales forecast after announcing its major new deal to sponsor Channel Four’s (C4) weather bulletins.
In a break from traditional tyre marketing, Bridgestone will be communicating with around 40 million people in a bid to connect with a broader audience. It is hoped that the move away from more commonplace tyre partnerships, such as motorsports events and football, will help the company reach a broader audience and create greater impact with female motorists.
The C4 partnership will allow Bridgestone to deliver safety messages to suit each season of the year. The adverts will run every day, starting from 24 May right up until May 2016, with each one lasting for around 10 seconds in total.
Farrell Dolan, consumer sales and marketing director for Bridgestone tyres, explained: “This sponsorship is an innovative and effective way of hitting a huge audience in the UK. It is an exciting concept and not only projects the brand to millions of people, but also allows us to communicate our premium products at relevant times of the year.
“We think this represents a refreshing, bold approach and the work is well underway to make our first impressions last with viewers, starting on May 24.”
Channel 4’s News and Weather offering has won multiple awards, including the International Emmy Award in 2013 and 2014. According to research (Public Impact Survey), more than six in 10 people who regularly watch the bulletins say it has depth and credibility, higher than any other news outlet.
Denna Bowman, Head Office