Michelin's Green Star Sustainability Program:
Opportunity
As a leading PR and digital marketing agency operating across Canada and the USA, we were presented with a unique opportunity to amplify Michelin’s Green Star Sustainability Program —a recognition of sustainable dining practices in North America. The challenge was to craft a compelling narrative that highlighted Michelin’s commitment to sustainability in both cuisine and transportation, thereby enhancing brand visibility and engagement.
What We Did
Curated Media Tour: We orchestrated an exclusive media tour featuring Michelin 2-star Harbor House Inn and 3-star SingleThread in Northern California. This immersive experience showcased Michelin’s dedication to sustainability in the culinary world.
Strategic Alliance with Porsche: Partnering with Porsche, we provided a sustainable travel experience in a Porsche Taycan 4 Cross Turismo electric sports car, equipped with Michelin Pilot Sport 4 tires. This collaboration underscored the synergy between high-performance vehicles and sustainable practices. Men’s Journal
Executive Engagement: We facilitated interviews with Alexis Garcin, President and CEO of Michelin North America, and renowned chefs from Michelin-starred restaurants. These discussions delved into sustainable practices in the culinary industry, offering authentic insights into Michelin’s environmental commitments.
Farm-to-Table Experiences: The tour included visits to organic farms supplying Michelin restaurants, providing firsthand experience of sustainable sourcing and its impact on the culinary offerings.
Results
Media Coverage: Our efforts culminated in a feature article on Men’s Journal’s homepage, focusing on Michelin’s Green Star Sustainability Program. The piece garnered a monthly reach of 14.1 million across various social media platforms, significantly boosting Michelin’s online presence.
Executive Thought Leadership: We developed a LinkedIn story shared by Michelin and CEO Alexis Garcin, highlighting the company’s dedication to sustainable practices. This content positioned Michelin as a thought leader in sustainability within the automotive and culinary sectors.