“Firestone Together,” which went live in tyre dealerships across the country on May 1, is a consumer reward promotion designed to increase sales of the Firestone brand across the U.K.

The promotion is based around the company’s brand image push as a “family-oriented, high-quality product that brings people together.” And to highlight the togetherness aspect of the campaign, Bridgestone UK has teamed up with hundreds of professional photographers across the country to offer a free family portrait to everyone purchasing its Firestone tyres.

“The Firestone brand has an excellent heritage, and is more than 100 years old,” said Andy Lane, marketing manager at Bridgestone UK. “We expect this to be a tremendously popular promotion, which will not only increase the number of Firestone tyres sold, but also drive more customers into dealerships across the country,” he added.

Advertisements in newspapers and on radio stations are being used to promote the national campaign. “Take-up is going to be huge and we are currently organising stock to ensure we can meet demand. I’d advise dealerships to do the same,” Lane said at the start of the campaign.