Michelin China Launches Road safety Initiative

In keeping with the company’s global policy of promoting road safety, Michelin has launched a major campaign in China, a move the company views as important in light of the country’s rapidly expanding motorway network. Michelin’s Chinese campaign is based on two initiatives:

The first of these is a short television programme called the Michelin Safety Club. Company mascot Bibendum takes on the role of presenter for this show, offering information and advice on road safety. This four-minute presentation will be broadcast on various TV channels in six Chinese provinces during automotive news programs, reaching an estimated target audience of about 5 million people.

Complementing the television campaign is a 58-page booklet, the Michelin Safety Brochure. With a print run of 50 000 copies, this brochure will provide a variety of information and advice on road safety. It will be distributed to Michelin China personnel, to students of driving schools in Shanghai, Beijing and Shenyang, as well as to consumers through Michelin brand distributors in China.