MICHELIN Australia launches new brand campaign with Mark Webber

MICHELIN Australia has paid homage to some of the greatest drivers of our time with the launch of their ‘Performance comes standard’ brand campaign.

MELBOURNE 12/03/2019: MICHELIN Australia have launched a new brand campaign dubbed #PerformancecomesStandard to highlight their shared passion for performance with four of the biggest names in Australian Motorsport: 
Mark Webber, Earl Bamber, Matt Campbell and Jaxon Evans.

Coinciding with the Melbourne Formula 1 Grand Prix at Albert Park in March, the #PerformancecomesStandard campaign looks to underline the relationship each driver has had with the French tyre giant throughout their careers and the joint success they have shared on their journey to the highest levels of the sport.

The campaign comprises not only billboard, web and social media creatives but candid video interviews with each driver. The campaign centres around the premise that true performance and determination comes from within. It’s this inherent performance that each driver details in their
achievements and journey to the global motorsport stage.

MICHELIN Australia’s Marketing Manager, Swaroop Tulsidas believes, “MICHELIN’s DNA is entrenched in Motorsport and it’s this transfer in performance, that is ingrained in the development of every MICHELIN production tyre.”

“This campaign highlights our performance DNA and how our journey with arguably four of the most accomplished drivers to compete on Australian soil, aligns with our renewed investment in the future of local racing drivers.”

MICHELIN Australia’s support of the Porsche MICHELIN Junior Programme provides drivers within the domestic motorsport community with the most successful driver development programme currently available, as evidenced by the success of both Jaxon Evans and Matt Campbell.

Michelin Australia’s goal is to help fast-track young and talented drivers from the region to the highest level of international motorsport, so they too can emulate the feats of Earl Bamber and Mark Webber on a global stage.

Interested parties can follow the video release of the #PerformancecomesStandard campaigncontent via the MICHELIN Australia website https://www.michelin.com.au/auto/performance-comes-standard.

Filled under: Michelin