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Michelin tires extend The Grand Tour.

Updated: Aug 10, 2020

How sponsorship can now goes the extra mile.

Michelin was a sponsor behind the launch of The Grand Tour (ex- Top Gear). But sponsorship today is more than a logo. How can a very traditional marketer extend relationship?

Fans of any popular programs, including The Grand Tour (Top Gear), are hungry for unpublished details. They look for behind the scenes information and back stories about the show and the stars. And this is what we bought to life. In all, 5 long-form videos were shot and shared globally across platforms and media - this includes Facebook, YouTube, Amazon, and Instagram.


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