Michelin, the world’s largest tyre manufacturer, has appointed Birmingham-based Seal Communications to handle its consumer and trade PR across the UK and Ireland.

Seal’s success follows a competitive pitch and will see the agency working with Michelin’s in-house communications team to promote car, 4x4 and van tyres, as well as Michelin’s world-famous maps and guides.

Michelin employs about 3,000 staff in the UK at its head office and truck remould factory in Stoke-on-Trent and manufacturing plants in Dundee and Ballymena.

Seal’s brief is to generate quality coverage in a variety of media including motoring magazines, trade press, travel press, national and regional newspapers, broadcast and online.

A key role will be educating and informing the market on the importance of tyres, not only for reasons of road safety, but also their impact on fuel consumption, CO2 emissions and overall motoring costs.

Seal client services and development director Steve Dann said: “This is a major win for the agency and follows on from our successful appointment earlier this year to implement a media campaign for the Institute of the Motor Industry ATA scheme.”

“We will be looking to build on the inherent strengths of the Michelin brand and its heritage to create stand-out in a crowded environment.”