NASCAR tries to rev up its image
NASCAR to launch its new campaign at the upcoming Daytona 500.
Thu, Feb 21, 2013 at 10:32 AM
As NASCAR gets ready to drop the white flag on the 55th annual Daytona 500 this week, it is also preparing the launch of a new creative vision.
During Sunday's race, NASCAR will unveil its new ad campaign that includes nine commercials featuring two dozen of the sport's drivers, who help bring to life the unpredictability and emotion of NASCAR racing, both on and off the track.
The campaign, the most comprehensive NASCAR has ever launched and the first since hiring advertising and maketing firm Ogilvy and Mather last summer, also features new digital engagement, as well as both print and radio ads.
"The campaign was created to excite existing fans while engaging with new audiences, and is representative of where NASCAR is headed as a sport," said Kim Brink, NASCAR, vice president, marketing. "In developing the spots, we wanted to celebrate the heart of what makes our sport unique, challenge existing perceptions, inspire the entire industry and do it all as authentically and confidently as possible."
Among the new commercials are "Resume," which uses a light-hearted tone to highlight the personalities of the drivers as they vie for a spot on fans’ fantasy NASCAR teams, and "Chess," which gets inside the mind of a driver during a race, breaking down the strategic thought process of drivers while they compete on the track.
"To bring the NASCAR experience to life, we helped create a brand platform that reflects the roots and character of what makes NASCAR unique, personified by remarkable athletes who will ensure that this sport remains the greatest show on earth," said John Seifert, chairman and CEO of Ogilvy & Mather North America.
The race, which will be broadcast on Fox, is scheduled to start at 1 p.m. (ET) Sunday (Feb. 24).
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