NASCAR Performance Network backs car care month

BRISTOL, Tenn. -- NASCAR announced a new marketing campaign that will support the automotive industry's "Be Car Care Aware" consumer education initiative. The campaign, which will debut in April, includes TV, radio, and print creative.

In addition to spreading the word on April being 'National Car Care Month', the campaign will promote the NASCAR Performance Network, a network of thousands of auto repair and collision shops available to car-crazy NASCAR fans. Creative ads are set to debut around the time of the April 4th Samsung Radio Shack 500 at Texas Motor Speedway (FOX, 1 p.m. EST). The campaign features some of NASCAR's most popular crew chiefs, including Ryan Pemberton (No. 01 U.S. Army Chevrolet), Jimmy Fennig (No. 97 Rubbermaid/Irwin Ford) and Tommy Baldwin (No. 9 Dodge Dealers/UAW Dodge) stepping into the consumer world and offering guidance with car repair.

The TV campaign is comprised of 3 different commercials. NASCAR crew chiefs relay automotive advice to everyone from a woman distraught over a relationship gone bad to a frustrated man in marriage counseling. The crew chiefs humorously advise them on their various issues by suggesting different forms of car care advice. Print and radio ads will follow the same theme of crew chiefs giving expert advice to everyday people on the importance of proper automotive care.

Working with the MAKOS agency out of Austin, the NASCAR campaign will reach key consumer broadcast audiences via in-race spots on national NBC and FOX broadcasts as well as the SPEED Channel, XM Radio and the Motor Racing Network (MRN); and in print, via publications including NASCAR Scene, NASCAR Illustrated, NASCAR preview and press guides, the NASCAR track and travel guides as well as select NASCAR souvenir race programs. Banners ads will also appear on NASCAR.com.

The NASCAR Performance Network is a new, nationwide branding and service initiative of NASCAR aimed at supporting the automotive industry's call to "Be Car Care Aware" and the $62 billion of unperformed consumer maintenance each year.

"NASCAR fans love their automobiles, and this campaign makes a direct appeal to them via the crew chief or race team – trusted individuals whom they not only recognize, but who also embody NASCAR's expertise regarding all things automotive," said Odis Lloyd, managing director of NASCAR's automotive aftermarket division. "MAKOS has developed terrific creative that will engage our fans to utilize the NASCAR Performance Network to find participating automotive repair facilities."

About NASCAR Automotive Aftermarket

Developed in 1996, NASCAR's automotive aftermarket program builds awareness for the sport by creating marketing alliances with leading manufacturers in the automotive industry. NASCAR supports its aftermarket program with a fully-integrated media platform that includes a weekly television show on SPEED Channel, monthly magazine sections in Babcox publications, in-race performance tips on the Motor Racing Network (MRN), bi-weekly car care tips in NASCAR Scene as well as the NASCAR Performance Network on NASCAR.com. In 2002, NASCAR and Universal Technical Institute opened the NASCAR Technical Institute to attract and train automotive technicians for the industry.

About "Be Car Care Aware"/Automotive Aftermarket Industry Association (AAIA)

"Be Car Care Aware" is a public relations and marketing campaign to educate the consumer about the benefits of regular vehicle care, maintenance and repair. The campaign is spearheaded by the Automotive Aftermarket Industry Association (AAIA) and is directed by the Car Care Council. National Car Care Month is celebrated in April and serves as the automotive industry's rallying point. AAIA is a not-for-profit trade association with more than 4,400 member companies who manufacture, distribute and sell motor vehicle parts, accessories, tools, equipment, materials, supplies and services. AAIA is the only automotive aftermarket trade association in the United States that represents the shared interests of suppliers, distributors, retailers, program groups, manufacturers' representatives, educators, publishers and other specialized membership organizations.