Posted on September 27, 2007

BFGoodrich Tires Encourages College Football Fans to Get Out There and Drive

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The BFGoodrich® Tires Road Crew has embarked on a whirlwind tour through several southern states to showcase what football fans like to do when they are not watching their favorite college football teams battle it out on the gridiron. Beginning September 22, college football fans will be treated to a series of 90-second commercial vignettes, featuring many of BFGoodrich Tires' top drivers doing what they do best. each segment will air during college football games on CBS.

The vignettes connect the viewers to the active driving lifestyle that college football fans crave. each vignette features a different driving activity showcased by a popular BFGoodrich Tires' drivers; such as two-time Formula Drift® Champion Samuel Hübinette demonstrating what it takes to be a professional drifter, and rally legend, John Buffum showing viewers how to rally race like the pros. The vignettes also feature Rock Crawling Champion, Shannon Campbell as he tackles trails with the all-new BFGoodrich Mud-Terrain™ T/A®KM2 plus muscle car expert, Kevin King and renowned Skip Barber driving instructor, Spencer Pumpelly as they prove why BFGoodrich Tires are the perfect choice for the street or the track. Throughout the series of vignettes, viewers will experience the performance capabilities of BFGoodrich Tires while learning why the right decision in tires makes all the difference.

"The BFGoodrich Tires Road Crew experience taps into the enthusiasm surrounding the rush of college football fever by empowering fans to experience the extreme capabilities of BFGoodrich tires through several descriptive driving experiences in the vignettes," said Tom Jupena, marketing communications manager for BFGoodrich Tires. "We are excited about extending this element of our advertising campaign because it entertains and educates viewers while maximizing our outreach to a broader-based consumer."

The BFGoodrich Tires Road Crew is part of BFGoodrich Tires' new integrated advertising campaign and supported by a new television commercial titled "Decisions," which features BFGoodrich-shod drivers such as X Games rally medalist, Travis Pastrana, two-time Formula Drift champion Samuel Hübinette, multi-time SCORe Baja 1000 winner, Larry Roeseler and Rock Crawling Champion, Tracy Jordan. The commercial also provides the viewer with a closeup look at the motorsports these drivers participate in and the types of decisions it takes to win.

The new advertising campaign also features a media plan that includes a variety of print, television, radio and Internet mediums. The 60- and 30-second brand spots will run throughout 2007 in programs that deliver maximum target audience.

The BFGoodrich Tires marketing department led the development of the landmark advertising campaign and the BFGoodrich Tires Road Crew, in cooperation with a senior-level team from The Martin Agency, located in Richmond, VA.

"We're confident BFGoodrich Tires' national advertising campaign and the BFGoodrich Tires Road Crew will effectively accomplish the goals and initiatives for which it was created," said Brad Higdon, Account Director at The Martin Agency. "BFGoodrich Tires' performance capabilities and racing accomplishments are unrivaled and this type of focused advertising truly demonstrates the key components behind its distinguished reputation of being a proven leader in the tire industry."

About The Martin Agency
Headquartered in Richmond, VA, The Martin Agency is a full-service agency offering unified advertising, direct response, public relations and interactive. Clients include BFGoodrich Tires, ALLTeL, Discover Card, GeICO, Hanes, NASCAR, PING, Seiko, Wal-Mart and UPS.

About BFGoodrich Tires
Using motorsports as a proving ground for more than 30 years, BFGoodrich® Tires is involved in every type of racing, including oval, sports car, drifting, drag, desert, dirt, rally (Dakar and WRC) and extreme rock-crawling. BFGoodrich Tires combines technological expertise with vast motorsports experience, delivering a high-performance tire for every type of vehicle.

About BFGoodrich

BFGoodrich Tires is dedicated to providing high performance tires for those who have a passion for driving in virtually any environment. Combining technical expertise with 50 years of motorsports experience, BFGoodrich delivers tires for a full range of driving experiences from ultra-high performance street to off-road terrain with one common theme – extreme performance. Come upgrade your performance with BFGoodrich and see where our tires can take you at www.BFGoodrichTires.com, www.BFGoodrichRacing.com, as well as on Facebook, Twitter and Instagram at @BFGoodrichTires.

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Category: Car & Light Truck