Michelin has appointed Tequila Payne Stracey's digital outfit, Tequila Digital, to develop its website.
The agency will be responsible for repositioning the site to align it with the current 'Show Me The Logo' brand campaign created developed by TBWA GGT Simons Palmer.
The appointment of the UK agency comes on the back of Michelin France's strong association with Tequila's digital office in Paris.
The online work will run in conjunction with a forthcoming campaign by Tequila Payne Stracey. The agency will also act as a consultant to Michelin on sponsorship projects.
Tequila Digital is said to be looking to develop e-commerce activity for the site based around motorsports, tyre products and guide products and maps.