Bridgestone Launches Olympic Campaign, Digital Hub

Bridgestone Americas is celebrating the upcoming Rio 2016 Olympic Games – the company’s first as a Worldwide Olympic Partner – with a new television advertising campaign that launched last Friday in the U.S. and Brazil.

The “Built to Perform” campaign highlights the parallels between elite athletic performance and Bridgestone tire innovation, according to the tiremaker. Included are television spots that illustrate the concept that world class athletes and tires are not born, they’re built.

An anthem spot, “Road to Rio,” will lead the television advertising campaign on NBC in the U.S. and SportTV in Brazil. The U.S. campaign also will feature three product spots for the company’s DriveGuard, Dueler and Potenza tire lines that will run through the Paralympic Games, which culminate Sept. 18.

As part of an integrated marketing program, the campaign drives viewers and fans to the Bridgestone Performance Institute (http://www.bridgestoneperformance.com/en), a new digital brand experience that is now live in the U.S. and Brazil. Through videos and content, as well as inspirational insight from some of the world’s best athletes, drivers will be able to interact with the Bridgestone brand and its products in their homes, offices or anywhere with their mobile device, according to the tiremaker.

Earlier this summer, Bridgestone launched the “Road to Rio” U.S.-based retail marketing campaign that included internal training platforms and sales incentive programs in retail and Bridgestone’s affiliated dealer network locations across the U.S., as well as a promotion that rewards customers with daily gold, silver and bronze level prizes for purchasing select Bridgestone tires. Through a partnership with the United States Olympic Committee, internal retail store activation also includes a partnership with Olympic Track & Field legend Michael Johnson, who is serving as a coach for Bridgestone retail sales associates at Firestone Complete Auto Care, Tires Plus and Wheel Works store locations.

In the U.S., the tiremaker also is supporting five Olympians and one Paralympian on Team Bridgestone: Aly Raisman (gymnastics), Kelley O’Hara (soccer), Meb Keflezighi (marathon), Will Groulx (para-cycling), Khatuna Lorig (archery) and Cullen Jones (swimming).

Ascot Supply Corporation, based in Newnan, Georgia, has selected Mark Paquette for the newly created position of vice president. In this position, Ascot Supply said Paquette will oversee the growth of the company's products, corporate profitability, manage marketing and advertising and assume many other responsibilities.

He will work under the direction of current President David Kessler and officially begin his new role on June 3. Paquette joined the tire and automotive industry in the early 1980s at his father's tire shop, and his contributions to Mohawk Rubber Sales were instrumental in the company's growth and eventual sale to Myers Tire Supply in 2021, according to Ascot Supply. Paquette eventually was given a promotion to the role of director of operations at Myers Tire Supply.