Campaign: Michelin Yellowstone Park Travel Guide
Nonprofit Partner: Yellowstone Park Foundation
Launch Date: April 25, 2012
Michelin has joined with the Yellowstone Park Foundation to launch a new travel guide on the iconic national park. The partnership began in 2009 with Michelin equipping the park’s fleet with tire donations, which has continued over the past several years. Michelin also regularly deploys field engineers to consult with park’s fleet managers to optimize tires for better fuel economy. The guide is published by Michelin and proceeds from the guide will be directed to the Foundation.
This cause marketing partnership is founded on a company contributing assets to a nonprofit, in this case in-kind tire donations and expertise. The addition of creating yet another asset for the Yellowstone Park Foundation in the form of a travel guide to benefit the Foundation is a smart progression. In return, Michelin gets prominent visibility on the guide. With over 3 million visitors to Yellowstone each year, most of whom drive, this is valuable brand positioning for the tire maker.