NASCAR TO BRAND RACES WITH DISTINCT IDENTITIES: BUSH, CRAFTSMAN TRUCK COURT FANS

By Published on .

Nascar will support its Busch series and Craftsman Truck series races with their first-ever national ad campaigns next year, creating distinct brand identities for the long-underdeveloped properties.

The efforts will fall under the organization's "This is Nascar" ad umbrella, launched in January and retained for 1999.

Joining those efforts will be new executions promoting the values and history of the Nascar Winston Cup Series; another campaign combining all three properties; and Nascar's first business-to-business push, which will promote licensing and sponsorships.

NASCAR-CONTOLLED PROGRAMMING

The '99 drive is planned for Nascar-controlled programming-radio and TV broadcasts, magazines and its own Web site -- with the total value of media time and space estimated at more than $100 million.

Primedia Communications, Atlanta, Nascar's ad and promotions agency, handles. Although Primedia recently merged with Simpson Performance Products, an auto-racing marketing company based in Mooresville, N.C., it will continue to operate independently.

"We found . . . that consumers don't really know the Busch Series and the Craftsman Truck Series are Nascar products," said Mark Johnson, president of Primedia who also takes the title of president-CEO of Simpson. "With these campaigns, we want to give race fans more compelling reasons to watch those races, either on TV or in person."

Primedia is creating two TV spots, four print ads and three radio spots.

ADS FOCUS ON TOUGHNESS

The Craftsman Truck Series campaign will try to woo fans with creative that touts the toughness of the sport. One print ad boasts: "Trading paint? Heck, we're trading quarter panels!"

Nascar, which is considering ads in non-Nascar media, has institutional TV spots across six partners: ESPN, The Nashville Network, TBS Superstation, ABC, CBS and, for the first time, NBC.

In this article:
Most Popular