Firestone this weekend is rolling out an enhanced on-site promotional effort to support its inaugural title sponsorship of IndyCar's opening race in St. Petersburg. The Bridgestone-owned brand is doubling its footprint in IndyCar’s Fan Village and adding a number of new elements, including a display on the evolution of Firestone Tires in IndyCar; a '96 Shinoda Corvette; a branded tattoo station; and a cornhole-style contest. Bridgestone Motorsports Director Lisa Boggs said, “We’re plussing up the activation quite a bit from what we’ve done in the past. This is a perfect way to evolve what we’ve been doing and take on the entitlement for the first race of the season.” The 40-by-40-foot display in the Fan Village will be used at other IndyCar races this year, as well. Leo Burnett and Marketing Werks collaborated to develop Firestone’s Fan Village experience. Marketing Werks will manage it at races. In addition to its activities in the Fan Village, Firestone will have a trailer that will visit local retail locations in race markets. The trailer will have interactive elements such as a racing video game and a show car. Firestone replaces longtime St. Petersburg title-sponsor Honda this year. The tire brand signed a multiyear title sponsorship because Florida is an important market. Between Firestone Complete Auto Care and Tire Plus Service Center, Bridgestone has 113 retail locations in the state. It has been in the St. Petersburg market for 80 years.
