Bridgestone/Firestone will formally launch its successful TireStarz program in Canada July 1, 2003. TireStarz – "Selling Tires at Retail", is a sell-out program designed to assist high in-house share Bridgestone/Firestone independent dealers through a variety of support programs. These programs include but not limited to; multi-brand product offerings, advertising and promotional support, education programs, brand identification along with an in-depth parts, oil and uniform program. As a member of TireStarz, dealers will be part of a powerful and exclusive group of 1,600 Family dealers across North America. "This is not a test run," said Michael Sigillito, Director, Canadian Consumer Tire Marketing, Bridgestone/Firestone Canada Inc. "This is a time tested, ‘real world’ retail support program which has seen strong and consistent growth for over 10 years in the United States." "This is an exciting new opportunity for tire dealers in Canada," said Lou Monico, National Manager, TireStarz Program for Canada. "TireStarz will bring to the independent Canadian tire dealer an opportunity to tap into the vast retail knowledge and business success of 1,600 independent Family Dealers and 2,200 Bridgestone/Firestone corporate stores in the United States". Monico went on to state, "These 3,800 retail tire and service locations are located in every type of marketplace conceivable throughout the United States and that experience will help to give our tire dealers in Canada a huge marketing advantage".