Michelin is backing its involvement in the Le Mans 24-hour motor race with a push that offers consumers a VIP trip to the three-day June event.
Customers will be able to fill out and leave competition entry forms at Michelin stockists in activity that is supported by point of sale.
Michelin UK marketing director Thierry Rudloff said although the race was a French institution, more than 40 per cent of visitors were from the UK.
Michelin supplies tyres to the majority of competing teams in the race, including Aston Martin. In February, the tyre-maker announced it was reviving its Michelin Man logo, after an eight-year absence.
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