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BtoB

Office Depot breaks new campaign, adds NASCAR sponsorship

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Delray Beach, Fla.—Office Depot launched a new campaign Monday featuring the tagline "Taking care of business." It also announced a National Association of Stock Car Auto Racing sponsorship, becoming NASCAR’s official office products partner.

The campaign, developed by BBDO New York, includes TV and radio spots as well as print ads.

The NASCAR sponsorship will focus on business customers, which make up 80% of Office Depot’s customer base.

The relationship with NASCAR will be Office Depot’s primary national sponsorship platform in 2005 and will be incorporated into the company’s brand positioning campaign.

—Kate Maddox

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