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CONEXION LATINA CO I X ME A C I R A T A S L E O U C Z E IA N B E M V O L CO IL Z A BR E L I CH A N I T N E ARG
MAY 2014
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SUMARIO
Editorial Editorial 04
ARGENTINA Firestone Gleams Participating At 2014 Expoagro 06 A Network In Continuous Growth 07 San Andrés “Veranito” Golf Tournament 07
Bridgestone launches first ‘Commemorative Book’ of Libertadores Championship 12 Bridgestone broadens its Football School in Camaçari 14
CHILE
Celebrating International Women’s Day 09
Bridgestone Colombia shares joy with children at “Hogares Club Michín Foundation” 21
COSTA RICA Regional journalists participated in Drive Tests on extreme conditions 22 2014 Objectives and Alignment in Bridgestone Chile 16
Strong Commitment In Roads Safety 10 An Unforgettable “Three Wise Men Day” Celebration 11
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26 % Discount Promotion in Chile 17 Bridgestone Chile launches first stage of ‘MiBridgestone.cl’ website 17
COLOMBIA Multillantas Milenium, new distributor of Bridgestone at Yopal, Casanare. 18 Daniel Bocanegra, the Best Player on the football field 19
Iguana Invitational Golf Tournament 24 Bridgestone Expert Arrived To Panama 25 Bridgestone Libertadores Cup goes on in Central America 25 Bridgestone starts engines at El Jabalí International Racetrack 26
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CCR Corporate Public Relations Marketing Consumer Publicity
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VENEZUELA Firestone to sponsor Trotamundos Team in Carabobo State 36 Donations contribute to the education of future generations 37
Carlos Feraud from Deportivo Quito Team, awarded as the Best Bridgestone Player in the football field. 28
Bridgestone Venezuela Continues Forming Entrepreneurs 38
New Bridgestone Service Center At The North Of Quito 29
Bridgestone volunteers brought joy to more than 100 children 39
Staff BSAR Liliana Nasiff Ma. Luz Herrera BSBR Josiene M. de Santana BSCO Pamela Alarcón BSCR Ana María Arce BSMX Amelia Vives BSVZ Mayela Carta Jasergui González Daniella Vera
MEXICO Bridgestone introduces new Communications Campaign for Women 30 Launch of New Firestone Fuel Savings Truck Tires 32 Bridgestone Mexico awarded as ‘Family-Friendly Company’ 34 Launch of 2014 Volunteer Program in Mexico 35
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AMERICA LATINA
Editorial
Corporate Communications Team Executives from Bridgestone Americas, Bridgestone Corporation, Bridgestone Europe & Bridgestone Latin America.
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Welcome to the 16th Edition of Conexion Latina! Through this digital space we would like to share a summary of the activities during the first quarter of 2014 at Bridgestone Latin America, based on the areas of communications, public relations and social responsibility. In particular, this issue highlights the completion of the 2nd Regional Meeting of the Corporate Relations and Social Responsibility team, which took place on March 24 and 25 in Mexico City, with the aim of encouraging regional communication, establish strategies and integration processes, increase efficiency and take advantage of the information and best practices between Bridgestone Americas (BSAM), Bridgestone Corporation (BSJ), and Bridgestone Europe (BSEU). Regional meeting was aligned to the objectives set by our corporation in Bridgestone Americas, following two aspects: a) Support BSAM with effective Public Retaions for products, technology and Community activities while contributing to improve brand value.
b) And, according to the Outstanding Corporate Citizenship pillar, actively engage and support the corporate globalization efforts in all areas including Safety, Quality and Environmental initiatives. That is why executives of Corporate Communications of the various regional groups, participated in this meeting, with the vision to promote teamwork and align communications channels to become One Team, One Voice. We invite you to enjoy this publication! Best regards Regional Team Corporate Relations & Social Responsibility Bridgestone Latin America Tire Division, BATO LA
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ARGENTINA
Firestone Gleams Participating At 2014 Expoagro Brand participated again as Official Tire at the most important farming exhibition.
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s leading brand in sales of agricultural tires and the only manufacturer of giant radial tires in Argentina, Firestone was present at the annual farming exhibition last March, event that gathered main suppliers in the industry. At an exclusive exhibition booth, Firestone presented new technologies which favor lower fuel consumption and facilitate a higher productivity. The exclusive “Soil Compacting Simulator” was exhibited and enabled all visitors to
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closely verify the real impact on yield of a Firestone radial tire, compared to a conventional one. Taking advantage of this exhibition, the company also introduced its new agriculture tire manufactured in the country, the Radial Deep Tread 23°, Size 520/85R42, developed especially for high power tractors and great harvesters. It was also promoted Fireagro, a customer’s service program which provides a fast service in emergencies whenever and wherever necessary.
Visitors were aware of the wide lineup and available designs and sizes, being familiarized with the innovative Pressure Adder and learn about the Agriplus Benefit Program, an exclusive program that rewards the purchase of Firestone tires and agricultural tubes. With more than 80 years of history in Argentina, Firestone continues supporting the farming industry in the country, enhancing its excellence in the agriculture field.
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A Network In Continuous Growth With the opening of ‘Marsili Neumáticos’ in Paraná city, and ‘Gomerías Daytona’ in Buenos Aires, Bridgestone adds two new Service Centers to its wide dealer’s network with over 300 stores across the country.
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arsili Neumáticos, with 54 years of trajectory with Firestone and Bridgestone brands, has opened a new store in Paraná city. The service center is characterized by its modernity, comfort and warm friendly service. Store is located over a 1,216 sq., offering products and services for all type of vehicles: passenger cars, trucks, pickups, farming and off-road machinery. This store has high technology equipment, such as state-of-the-art vehicle elevators, Run Flat system, Hunter machineries and Italian disassembler, providing qualified services as mounting & dismounting, 3D alignment, balancing and front wheel services, between others.
On the other hand, Gomerías Daytona offers a differentiated service with highly trained staff. The 1,332 sq. store with modern infrastructure is characterized by its high technology machinery capable of providing the best service to the most prestigious vehicles in the passenger and SUVs markets. The opening of these two new service centers has strengthened Bridgestone Argentina’s permanent commitment in providing the best products, high level of Customer Service, and ratifying its expansion strategy across the country.
San Andrés “Veranito” Golf Tournament Bridgestone Golf has sponsored the now classic tournament, event which opens the golf season in the country.
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he Veranito Golf Tournament took place from March 1st to 3rd, at the renowned San Andrés Golf Club, disputed in a nice golf course branded by participating companies and suppliers, and with the attendance of Bridgestone customers, journalists and consumers who enjoyed the hole-in-one of such great tournament during three days of competition.
Thereby, Bridgestone Argentina continues betting in favor of its Bridgestone Golf division, offering golf balls, clubs and accessories with the latest technology that have been manufactured since more than 50 years in Japan, and marketed for over three years in Argentina
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ARGENTINA
Celebrating International Women’s Day
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Bridgestone Argentina has celebrated the International Women’s Day offering an illustrative speech by Dr. Patricia Sangenis.
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n a crowded auditory at Bridgestone Argentina Business School, with the attendance of teammates, end users, customers, suppliers and teachers, Bridgestone’s speaker, Dr. Patricia Sangenis, introduced a bright talk entitled “Woman, sports, and health.” During almost one hour, Dr. Patricia talked about changes in life and expectations throughout decades, the negative consequences of health generated by a sedentary behavior, cardiovascular risk factors, and the importance of nutrition, also introducing advices on how to begin a continuous and long-lasting physical activity. Dr. Patricia Sangenis is a cardiologist, named member of the Argentine Society of Cardiology, and the first female incorporated in the medical group of the International Olympic Committee. She has written three books about disease prevention through physical activity. Among other concepts, Dr. Sangenis explained: “As physicians, we must
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make people understand that physical activity is essential for a new longevity, with increase of expectations in life, because our body which lasted 45 or 50 years before, it is the same that nowadays can last 80 years or even more. Medicine has helped to achieve this life extension, but today, each person must manage and take care of his/her body, as it will last much longer and we cannot change so. Therefore, our first body’s friend is physical activity, and it must be adapted to the agenda expecting to achieve 3 to 5 days per week of activity. In addition, a person must be patient and be able to wait at least three weeks before feeling such vitality and energizing effect that provides joy and improves self-esteem.” To close the speech, Sangenis concluded with a smart definition: “A person cannot stop moving because he or she becomes older; a person becomes older because she/he stops moving.”
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Strong Commitment In Roads Safety Bridgestone continues promoting different awareness actions in tire safety.
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or several years, Bridgestone has decided to face the roads safety problem in Argentina, through the implementation of different campaigns with the only objective to generate a safe culture among car drivers, motorcycle drivers, cyclists, and pedestrians. Safety Checks Safety checks were performed in different strategic points in Argentina and also in its neighboring countries, providing car and pickup drivers with a detailed report of their tires situation, as well as
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advices about the appropriate care and maintenance. During safety checks, Bridgestone teams calibrated vehicle tires with the appropriate inflation pressure, ensuring drivers’ safety and reducing C02 emissions. 4X4 Summer Safety Operation Bridgestone organized an important safety operative at Pinamar city, one of the places with highest concentration of 4x4 vehicles during summer. One of the actions is focused in calibrating tires in 4x4 vehicles when they enter into a
dune excursion, and repeat the exercise when the vehicles get back to traffic in the city. This has significantly contributed to reduce the level of accidents caused by incorrect tire pressure. In addition, free assistance was provided to vehicles stuck in the sand. Bridgestone Females Through communication submitted to different media, and spread out through social network, Bridgestone provides tips to the female audience. These advices aimed to support women vary from learning
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An Unforgettable “Three Wise Men Day” Celebration During the “Three Wise Men Day” celebration, Bridgestone Argentina donated toys and food to Leopoldo Pereyra Home in the Lomas de Zamora city, and Dr. Ricardo Gutiérrez Hospital in Buenos Aires city.
how to change a tire and the appropriate maintenance, to learn the right position of personal objects, luggage and pets inside the vehicle. Motorcycles and Bikes Following States regulations, the use of bikes has become an important traffic factor in the big cities. Therefore, the company has focused their actions and advice both on cyclists and motorbike drivers.
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eammates of Bridgestone Argentina participated in this volunteer program by sharing great and happy moments with children between 1 and 12 years old living in the orphanage and hospital respectively. Donations consisted of toys and non-perishable food.
Indeed, these kind of volunteer campaigns have strengthened Bridgestone’s commitment with the communities, inviting teammates to share time and to benefit children in the country.
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BRAZIL
Bridgestone launches first ‘Commemorative Book’ of Libertadores Championship
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Bridgestone, in association with Cultura Sustentável, has published the first Commemorative Book entitled “Libertadores - La pasión que nos une” (The passion that unites us) including a complete history of the most important interclub football tournament in the Americas.
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ublication was launched on February 21, 2014 at the Football Museum of São Paulo, located in Paulo Machado de Carvalho Stadium (Pacaembu). During the event, the champion goalkeeper of the Libertadores Cup, Marcos, participated in an interview program with journalists and guests, joining book’s author, Nicholas Vital. Commemorative Book is divided into four sections. The introduction shows championship’s history, description of the main football super stars, as well as Argentinian and Brazilian teams with relevant participation since first decades until today. The second part of the book includes highlights and curiosities in all editions of Bridgestone Libertadores. The third part provides detailed infographic with all of what a passionate football fan might like to learn from the competition. “It was a hard research. A main difficulty it was to find old historic pictures and obtain approval to be used. The good work performed by photo editor Alexandre Battibugli was essential. The infographic data also took much time to get, as there was no source of data between 1960 and
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2013. I made a request and received the support of Milton Toller, who helped to transfer information into a list of successes,” said the author. Through its 304 pages, the reader will find much more than history and classification data. The book includes several unpublished images, stunning evidence of players, trainers, officers, and journalists that reveal the unknown myths and curiosities behind the scenes of the Bridgestone Libertadores Cup. The book ‘Libertadores - la pasión que nos une,’ also includes Bridgestone philosophy and concepts based on performance, courage, and all teams’ determination, athletes, and trainers who participated in the championships and have walked the path of success, becoming champions. We are so proud of have collaborated with this outstanding project,” said Ariel Depascuali, President of Bridgestone Brazil. The launch of Libertadores book also had a special introduction for Bridgestone customers and media on April 9 in the Maracanã Stadium, Rio de Janeiro.
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BRAZIL
Bridgestone broadens its Football School in Camaรงari
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As part of its Social Responsibility program, Bridgestone Brazil has doubled the number of students at its football school in Camaçari city.
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ridgestone Football School in Camacari has reached today 48 students. 2014 courses have begun on February 20, having two classes. Since the school has opened in August last year, it has doubled the number of children attending classes. In addition to the increase of students, the company has also started an association with Cidade do Saber, which is an institution that operates with support of the municipality, so children also receive recreational classes. At Santo André school, The Escúela, it continues teaching 24 students and will also include recreational activities for children with the support of local municipality.
The Escúela This project has been created to support education, leisure and recreation of children and teens in public schools located near Bridgestone
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manufacturing plants in Camaçari and Santo André. Bridgestone has as an objective, to provide students with leisure time while they improve their learning, through recreational activities and socialize with their peers. Luiz Fernando de Palma, General Manager of Corporate Affairs of Bridgestone Brazil said that football is an activity which promotes trust, pride, teamwork and cooperation in order to achieve a common goal. “These are key values for our company. This project was developed as we believe that all children should have this potential to overcome the adversities in life and reach their dreams,” said Luiz Fernando. Classes are taking place twice a week, out of school hours. All students receive a complete uniform, football boots, backpack, and school elements, transportation, and food.
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CHILE
2014 Objectives and Alignment in Bridgestone Chile
in San Alfonso city, at the Cajón del Maipo municipality.
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n April 4, 2014, teammates at Bridgestone Chile celebrated its second annual meeting to review objectives. Meeting was celebrated CONEXIONLATINA CCR
Sergio Nakashima, General Manager for Bridgestone Chile, was in charge of annual meeting’s opening, sharing his goals and challenging his team to meet 2014 objectives. Following presentations were held by divisional directors and team members. Annual meeting has enabled the local team to make their best, as
well as emphasize in the importance to promote teamwork and focusing in joint efforts to achieve the determined goals. After a sharing lunch, teammates participated in outdoor activities during the evening to strengthen teamwork principles.
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26 % Discount Promotion in Chile Bridgestone Chile, in commemoration of the 26 Anniversary of Bridgestone and Firestone merger, launched a new promotional campaign entitled “26% Discount” being effective in the purchase of a second tire. Promotion Details
• Promotion took place from April 7 to May 31. • Customers were able to register on Bridgestone promotional website www.promocionbridgestone.cl, to automatically receive their Customer Code. Such code was submitted to Bridgestone participating service centers, so they were able to apply the 26% discount to customers. • Discount was valid with the purchase of a second tire ONLY.
Social Networks strategy
• Videos in Bridgestone Chile YouTube Channel • Twitter • Facebook
TV Commercial • 26% Discount Promotion was also announced during Fox Sport broadcasts, while the introduction of the Time to Perform commercials.
POP Material
Bridgestone Service Centers participating also displayed advertisement based on banners and posters, to ensure customers to participate and get great discounts. In addition to this promotion, participating Bridgestone Service Centers that reported a big number
of Customer Codes registered throughout the campaign period, also earned rewards with prizes for all the personnel. Bridgestone and customers in Chile together celebrated the 26th anniversary of Bridgestone and Firestone!
Bridgestone Chile launches first stage of ‘MiBridgestone.cl’ website
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ew website will keep informed all customers about products (Bridgestone, Firestone, and Fuzion tires) and the wide range of brand novelties, as well as a web-chat section to exchange ideas with the digital community.
As an innovation, site will also include the Bridgestone boutique, where visitors will be able to purchase online its favorite novelty. In a second phase, MiBridgestone. cl will include a new e-learning sys-
tem adapted to national culture and training needs.
Please visit www.mibridgestone.cl
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COLOMBIA
Multillantas Milenium, new distributor of Bridgestone at Yopal, Casanare New Service Center specialized in the transport sector, to become the best in the area.
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n a privileged and strategic location on the way to Morichal city, Multillantas Milenium, Bridgestone distributor, has opened a new Authorized Service Center that will offer a wide portfolio of truck tires in the area. Multillantas Milenium will offer an integrated portfolio of products and services, including alignment, balancing and mounting, mainly for the transport sector. It will also offer Bridgestone and Firestone tires for light and heavy vehicles, available for citizens in Casanare, thanks to the experience acquired through their experience for almost 13 year in the field. Wide and comfortable facilities with state-of-art technology located in Carrera No. 5 29-37 VĂa Moricha, will host users seeking for a good and timely, efficient, and customized service, provided by highly qualified staff. According to Juan Carlos Gucate, owner of Multillantas Milenium, the new service center has been designed in such way that customers can enjoy their visit while they wait for vehicles’ service, through the highest technology, laser tire balancer, Italian tire mounting device, and the latest in Hunter equipment.
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Daniel Bocanegra, the Best Player on the football field
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he Bridgestone Libertadores Cup game between Atletico Nacional and Nacional de Uruguay at Atanasio Girardot Stadium was one of those games seldom seen, and with a vibrant final. Nacional de Uruguay was two goals ahead in the second half, when at the last 71 minutes, Daniel Bocanegra scored the first goal for Atletico Nacional, and at 92
minutes - extra time -, Bocanegra again saved the point with the second goal with a marker stuck in 2-2. Bocanegra felt proud of being able to score the second goals for Atletico Nacional and said: “It was a very difficult game, but thanks God the point scored was achieved at the last minute.�
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COLOMBIA
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Bridgestone Colombia shares joy with children at “Hogares Club Michín Foundation”
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ver 20 children from ‘Hogares Club Michín Foundation’ in Bogotá, received a very special visit from Bridgestone Colombia volunteers, sharing joy in Christmas Season and bringing a message of love and hope to the kids through an enjoyable evening, full of surprises, games, dances, and gifts. It was then that volunteers from Bridgestone Colombia received the best and greatest gift instead, through being part of the many smiles and happiness of benefited children. Hogares Club Michín Foundation seeks to restore and prevent rights violations of children and their families, by incorporating the latter to the community through its home protection program, the abuse of women and children, as well as the program for community protection and prevention.
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COSTA RICA
Regional journalists participated in Drive Tests on extreme conditions “Prevention is the key to safety”…. With such message, driving instructor, Ronaldo Maiante, from Bridgestone Brazil went straight to the point when asked what it considered to be the main learning that 10 journalists from Central America and the Dominican Republic could acquire during the course entitled “Techniques for Handling in Extreme Conditions”.
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raining was aimed at journalists and promoted by Bridgestone of Costa Rica, with the objective to have a closer look of defensive driving and evasive, based on a ninehours course with tests through extreme simulation exercises.
A very complete course
According to the Corporate Relationships Coordinator, Ana María Arce, the course enabled journalists to live a real driving experience and have access to quite real attack or evasion simulations in the road.
Media representatives from Panama, Nicaragua, Guatemala, El Salvador, Dominican Republic, and Costa Rica, learned the appropriate driving techniques, and behavior on extreme roads.
The training had two components: a theoretical part carried out at Bridgestone Plant at Belén city, and a practice session at La Guácima race track in Alajuela city.
Bridgestone corporate security teammates, Brazilian instruc-
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tors, Antonio Rocha and Ronaldo Maiante; together with Colombian, Oscar Currea, accompanied the process providing safety and driving skills. Driving course was based on a complete process including simple tips about how to drive safe and avoid be exposed to assaults, learning how to behave in such case of an attack with firearms in the roads. Good impressions At the end, journalists received a certificate for training hours;
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ings is to be aware of things we do and that shouldn’t be made. To realize the mistakes we do and how we must react to protect ourselves and our families, that is very important,” he explained. however, the best prize is the final learnings for a safe drive. Rodrigo Guadamuz, media guest from Fuerza G from Panama, the seminar was very productive as it opens a variety of options to use and be protected while driving. “One of the most productive learn-
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Another attendee was Rafael Cabezas, journalist from La Prensa Gráfica in El Salvador, who considered the course as interesting: “With the support of the experts, it was positive to be aware of our mistakes, our weaknesses and bad behaviors when driving. In relation to new driving techniques, they were taught. This course has also provid-
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ed tools and tactics to help us if a negative situation occurs, and learn how to safeguard our lives and the ones on board the vehicle.”
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COSTA RICA
Iguana Invitational Golf Tournament Bridgestone Costa Rica sponsored the Iguana Invitational Golf Tournament held at Playa Herradura Golf Center, as part of its commitment to support sports in the country.
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he tournament was celebrated February 1st, with all day activities. Particularly, first stage was disputed in the morning playing 18 holes and with a final 5 holes at night. Event was attended by 126 golf players of 42 teams. At night, five holes at golf course were shining to differentiated colors according to each function. For instance, green course has a green light, fairway in white, lakes in blue shade, and sand traps in red color.
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Bridgestone Expert Arrived To Panama Today, customers in Panama, will no longer have doubts about their tires; Bridgestone Costa Rica has developed a Customers’ Service tool, the “Bridgestone Expert” and its information service platform available at 00 800 506 0088 or 011 00 800 506 0088.
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s renowned tire company, Bridgestone Costa Rica will attend through its free line, any question on topics related to product, from tire pressure until the tire size selection, receiving guidance on where to buy the right tire for each vehicle. The purpose of this took is to generate useful information for the user, and make it become a Bridgestone Expert in the short term.
reported an excellent acceptance by consumers because of the high level of tire service and its specialized personnel. In addition to free line, this program includes a website www.expertobridgestone.com with relevant information and a live chat. Requests may also be sent by e-mail info@expertobridgestone.com
Program has been first launched in Costa Rica in 2012, followed by Guatemala and Dominican Republic in 2013, and nowadays, it has
Special event support
Bridgestone Libertadores Cup goes on in Central America
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n spite of the lack of teams participating in the Bridgestone Libertadores Cup, Bridgestone Costa Rica has promoted this great sponsorship at a regional level. In March, promotional activities in social networks took place, as well as special events with the press, dealers and football players from Guatemala and El Salvador.
After sharing a great meal and drinks, Bridgestone Costa Rica guests spend a good time with entertaining activities and games, receiving prizes and enjoying a “futbolito tournament” (football board game), while watching a Libertadores game with the best exponents of the football in South America.
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Bridgestone starts engines at El JabalĂ International Racetrack
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As part of its commitment with motorsports, Bridgestone is actively involved in season’s kickoff.
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aximum speed was the spirit lived at El Jabalà Internacional Racetrack in El Salvador last March 16, celebrating the kickoff of the Bridgestone Championship, first of five races to be disputed with the participation of over 150 drivers from Guatemala, El Salvador and Honduras. Bridgestone has been the traditional co-sponsor for more than a decade supporting the growth of motorsports in El Salvador, a race that allows the exposure of skill, roads strategies, drivers’ physical condition and race cars performance on tracks. In addition, Bridgestone service centers launched promotional activities in the race track, with delivery of advertising material, and novelties. It was also celebrated a press conference.
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Carlos Feraud from Deportivo Quito Team, awarded as the Best Bridgestone Player in the football field.
Team leader awarded in the semifinals of Bridgestone Libertadores Cup.
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e believe that we are the favorite team, honestly and with my feet on the ground, to win the Bridgestone Libertadores Cup. With that motto, we have created this team, and thanks God the results have been positive so far,� said Carlos Feraud, football player of the Deportivo Quito Team, when receiving the Bridgestone Best Player Award from Hermann Marin, General Manager of Bridgestone Ecuador, after disputing the game between Deportivo Quito and Botafogo (Brazil).
With this important triumph in the Atahaulpa Stadium, 1 vs 0 (where Deportivo Quito won), now the rematch is waiting in Brazil, and depending on results, the team may move to the next phase of the 2014 Bridgestone Libertadores Cup.
In the picture, Carlos Feraud from Deportivo Quito and Hermann Marin, General Manager of Bridgestone Ecuador.
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New Bridgestone Service Center At The North Of Quito
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ridgestone, the largest tire manufacturer in the world, has opened a new state-of-the-art Service Center in Quito city. It is a complete store where customers can get Bridgestone and Firestone tires, maintenance and multiple services, such as specialized brake revision at Frenicentro.
From left to right Sergio Prada (General Manager of Bridgestone Colombia), Hermann Marin (National Sales Manager), Jesus Buendia (Marketing Manager), Diego Due単as (Manager and owner of new Bridgestone Center)
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Bridgestone Exclusivo Programa de introduces new Beneficios Communications para flotas de Campaign for Transporte Women
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Early this year, Bridgestone Mexico has launched its new communications campaign which has been designed especially for WOMEN, with the objective to keep the female audience informed about the wide range of tires available in the market, as well as the benefits and advantages in safety and comfort when driving.
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owadays, the level of women’s life has increased actively year after year, such as the time they spend on board of a vehicle; therefore, through its communications strategies, Bridgestone seeks to highlight the valuable contribution that tires can provide to their daily tasks and support the lifestyles as professional, house keeper, mother, wife, daughter, etc. As from 2014, Bridgestone Women’s Campaign will have greater coverage at a national level, where Bridgestone Mexico will implement a variety of promotional and adver-
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tising activities which will emphasize on the benefits and importance of adequate vehicle maintenance and the necessary attention when selecting a tire. Also, these actions will enable the company to keep a closer bond with women, as well as to understand and respond easily to their interests and needs, that in short and long-term will be reflected in their own safety as in their families’. In addition, when selecting a vehicle and tires, more women are currently relying on the opinion from a family member, friend or others; for such
reason, as an expert, Bridgestone is looking forward to an even direct approach to women and direct them to choose the correct tires. Today, it is not only important to learn about a good driving culture, but it is also essential to be aware of the importance of providing adequate tire maintenance, the existing alternatives for a green driving, and of course, a safe drive.
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MEXICO
Launch of New Firestone Fuel Savings Truck Tires
Bridgestone Mexico, and its traditional Firestone brand, have celebrated on April 1st, the launch of its new Firestone Fuel Saving Truck Tires, with the attendance of media members, dealers and special guests in the transport field.
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The new Firestone Fuel Savings Line is based on three different designs offering fuel savings, excellent performance, and exceptional renewability. • FS591: All Position Radial Tire to be used in highway for steering axis. • FD691: Traction Radial Tie to be used in paved roads. • FT491: All Position Radial tire designed to be used in free axis, trailers, and dollies that have the greatest advanced technology for the fulfillment of regulations as the Smartway.
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Firestone three new designs have been developed with the NanoPro-Tech compound technology which limits energy loss and reduces bearing resistance, while optimizing fuel efficiency and saving up to 3% to 5%, as revealed by studies performed at Bridgestone Fort Stockton Proving Ground in Texas, USA. “We feel so proud with the incorporation of these three new and innovative designs of Firestone truck tires that will enhance our lineup of products which are now available in Mexico for customers in the transport field,” said Alejandro Cortés, Commercial Director of Bridge-
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stone Bandag Tire Solutions Division (BBTS). In addition, Bridgestone Bandag currently provides customers with integrated solutions to cover all their needs, comprising the trilogy of Tires, Retread Products and Services. The company has a total of 45 BTS Centers (Bridgestone Truck Centers) and 39 Bandag Retread facilities across the country.
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MEXICO
Bridgestone Mexico awarded as ‘Family-Friendly Company’ As a result of its ongoing efforts to improve labor climate in the company, Bridgestone Mexico has been awarded as 2014 Family-Friendly Company, title granted by the Federal Secretary of Labor and Social Welfare.
Family-Friendly Company Award recognizes companies that promote good labor practices in the areas of gender equity; preventing and avoiding workplace violence and sexual harassment; as well as actions and policies to help employees to meet all responsibilities and with their families. “One of the four fundamentals of The Bridgestone Essence refers to integrity and teamwork, through which we adhere the principles of trust while doing our job, the way in which we respect others, as well as the way in which we participate and commit ourselves to society,” said Daniel Benvenuti, President of Bridgestone Mexico. “It is a matter of producing positive results through different skills, values, experiences, genres opportunities, and promote teamwork. We are so proud of being granted as Family- Friendly Company; inviting us to continue implementing practices that will help us to improve the labor climate and generate a stronger commitment with our mission and Bridgestone goals,” Benvenuti said. Within this distinction, Bridgestone Mexico, following its mission to
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serve society with superior quality, reaffirms its commitment to promote good labor conditions and best practices to benefit its productivity, as well as to improve the quality of life of its employees, their families and the surrounding environment.
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Launch of 2014 Volunteer Program in Mexico To become a volunteer, it is much more than just give a donation, it goes beyond; it means to participate actively to the transformation of people’s life, including Bridgestone teammates.
Community Support: Improving the quality of life in the communities.
Bridgestone Mexico, aware of its commitment to strengthen good actions to improve the lifestyle in the communities where the company operates, and following with its aim as a Socially Responsible Company, Bridgestone has launched its 2014 Volunteer Program, being focused on three strategic lines of action: Roads Safety: Contributing to reduce the rate of traffic accidents. Activities to be implemented are based on: (1) children education according to roads safety workshops, and (2) tire safety checks to be carried out in auto-wash centers. Environment: Participating in the conservation and preservation of ecosystems.
Activities to be implemented based on: (1) “Wheels for Life Program” through donations of mobility equipment, (2) supporting people’s welfare, and (3) Christmas for children.
Activities to be implemented based on: (1) Tree planting and collection of used tires, (2) children education according to environmental workshops, and (3) tire checks to be carried out in gas stations and atmospheric vehicle centers.
Bridgestone Mexico’s new Volunteer Program invites teammates and their families to join efforts, participating as leaders, coordinators or as volunteers in the three areas of action as above mentioned.
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Firestone to sponsor Trotamundos Team in Carabobo State The company keeps supporting sports in Venezuelan
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wo leaders, Trotamundos Basketball team in Carabobo and Firestone brand, have confirmed their alliance for the 2014 season of the Professional Basketball League (LPB) in Venezuela, betting on the winning formula for success in the national sport. Since the foundation of Expreso Azul in 1983, the tire company has contributed as official team sponsor with the objective to increase the training of such discipline, and at the same time, to promote social welfare in the country. “We are so proud to be the sponsor of a team with a huge trajectory as Trotamundos de Carabobo, and to be part of sports’ progress in our country while supporting this relevant discipline,” explained Flavio Aquino, Sales and Marketing Director of Bridgestone Venezuela. Impetus, effort and cooperation are essential values of Firestone, and all are necessary in any sports discipline. For this reason, the company is the official sponsor of Tratomundos team, in order to encourage that passion in the sports world.
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Donations contribute to the education of future generations Bridgestone keeps contributing in the development of children and teens in the region.
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ridgestone Venezuela, committed with the education of future generations, and in alliance with the Voluntary Dividend for the Community (DVC), has made diverse donations to strengthen cultural interest of the professionals of tomorrow. Company has donated 2,130 exercise books, along with other school articles which were delivered to 710 winners of its most recent edition of Children Creativity Encounter Program, where more than one thousand children from Carabobo State created miniature figures with recy-
cled materials. In addition to promoting environmental principles, this initiative also rewarded children’s effort and excellence. In addition, the company has also donated 40 sets of school tables and chairs to Las Tablas School, located in Puerto Cabello municipality. It also donated schoolrooms at the Basic Bolivarian School Guaicaipuro at Guacara city, as well as equipment in air conditioner. Such contributions have improved school’s conditions and increased comfort in the children’s learning stage.
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Bridgestone Venezuela Continues Forming Entrepreneurs Bridgestone Activities Center serves as space for community education and leisure.
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t Bridgestone Venezuela, it is essential to consolidate incentives that can motivate teammates, their families and members in the communities. For this reason, the Corporate Social Responsibility Department continues to strengthen its programs oriented towards entrepreneurs’ training, and empower them to start new projects. The latest training courses provided at the Bridgestone Activities Center facilities include:
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Children party decoration and ‘piñata’ making: made of balloon figures, as well as ‘piñatas’, tablecloths, and other ornaments. Cakes and cupcakes: prepared of dough and fondant (eatable molding paste), decorated with different styles. Bijouterie: creation of bracelets, collars, earrings and rings, as well as various modalities of nylon knitting and ribbon materials, incorporating metal pieces and charms.
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Bridgestone volunteers brought joy to more than 100 children The company enhances its commitment with the society in Venezuela.
Christmas pastry: preparation of Christmas donuts, ham breads, black sugar cakes, and other traditional season sweets. Source materials and all elements are provided by Bridgestone as part of its training program, seeking to support the Venezuelan families to increase their revenues and improve quality of life through their own business.
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ridgestone Venezuela volunteers have spent great time with children from several sectors in the Carabobo State, when providing them with surprising toys, which were donated by teammates, as well as personnel of the Authorized Service Centers, and together have benefitted over 110 children in the region. Bridgestone volunteers visited El Buen Samaritano Home, a non-profit civil association located in La Ceiba urban area that
provides support to disabled children, teens, and their parents. Volunteers also shared time with members of Casa de Dios San Juan Bautista Home, located at Vigirima city. One of Bridgestone’s priority, it is to encourage teammates and allies to contribute with this kind of actions, with the aim to support communities bringing joy and happiness, while enhancing other values in the society.
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