NASCAR accelerates into 2005 with unified campaign

DAYTONA BEACH, Fla. -- NASCAR is working with its media partners, sponsors and tracks to launch the 2005 season under a unified campaign, "NASCAR Acceleration 2005."

NASCAR ACCELERATION •   Know Your NASCAR •   Get your Daytona tickets •   2004 Daytona 500 highlights •   Get TrackPass for 2005 •   NASCAR accelerates into 2005 with unified campaign

The branded platform -- a first for the sport -- includes a comprehensive marketing, public relations and media plan that includes broadcast, print and online ads, a "destination page" on NASCAR.COM featuring special content and a link to track ticket sales, millions of NASCAR pocket schedules and fan guides, and local market events and activation in some of the nation's largest markets.

NASCAR Acceleration 2005 will unify major racing events beginning with Speedweeks at Daytona International Speedway in early February, building to the Daytona 500 on Feb. 20, and then heading west for NASCAR events in Los Angeles (Auto Club 500, Feb 27), Mexico City (Mexico 200, March 6) and Las Vegas (UAW/Daimler Chrysler 400, March 13).

"This branded platform will unify the marketing of NASCAR and the sport's media partners, sponsors and tracks in a powerful way," said Roger VanDerSnick, Managing Director of Brand and Consumer Marketing. "Marketing under the NASCAR Acceleration 2005 theme will stoke the excitement for the return of NASCAR racing and build on what was arguably the most successful season ever in 2004."

NASCAR Acceleration 2005 will be supported with a multi-million dollar ad campaign to drive tune in and ticket sales for the NASCAR Acceleration 2005 races. Three new TV ads will air on FOX, FX and SPEED Channel. The campaign's initial spot plays on the wistful feelings of withdrawal and longing NASCAR fans feel in the off-season.

A second, more upbeat spot shows teams and shops getting ready to race by building, painting, and testing cars. The final ad explodes in full racing action spanning from Speedweeks to Las Vegas. The campaign was created by the Martin Agency and produced by NASCAR Images. It also includes radio spots airing on MRN, PRN and the NASCAR Radio on XM Satellite Radio, print ads in NASCAR licensed publications and online ads on NASCAR.com.

"This campaign will drive incremental exposure and value for all NASCAR media partners," said Jeffrey Pollack, Managing Director of Broadcasting and New Media, NASCAR Digital Entertainment. "We've been able to weave a cross promotional thread through television, radio, the internet, radio and print, and that's good for everyone associated with NASCAR."

NASCAR.COM, produced and operated by Turner Sports Interactive, has built a destination page dedicated to NASCAR Acceleration 2005. This page features a television tune-in schedule, links to buy tickets for every NASCAR Acceleration 2005 event, a look back at 2004 races, a look ahead to "hot topics" in 2005, and a "Countdown to Daytona" that reviews every Daytona 500 race over the past 47 years. NASCAR.COM will also offer printable pocket schedules for the entire 2005 season.

Three million NASCAR pocket schedules and 300,000 fan guides will be distributed at retail outlets nationwide, by NASCAR sponsors, in NASCAR.com SuperStore shipments, and through grassroots marketing in major cities. The guide will be produced in Spanish, as well as in French and Japanese for overseas distribution. NASCAR racing is broadcast in more than 150 countries.

NASCAR sponsors are using the NASCAR Acceleration 2005 platform in marketing and employee communications. For example, Best Western will distribute 2005 season schedules at all 2,500 locations in the U.S. Gillette "Young Guns" and "NASCAR Acceleration 2005"-themed free-standing insert will appear in 43 million newspapers nationwide in early February.

Nextel will include the NASCAR Acceleration platform in its West Coast consumer-based promotions, which match up with the Los Angeles and Las Vegas events. UPS will have a countdown to the start of the 2005 season on its intranet available to 350,000 employees.

Several high-profile entertainment properties will help to launch the new NASACAR season. NASCAR Nextel Cup driver Jamie McMurray is starring on an episode of The West Wing that will be broadcast January 19 at 9 p.m. on NBC. Prior to the Daytona 500, Animal Planet will broadcast NASCAR: Animal Crew, a one-hour programming special on NASCAR drivers and their family pets, on Thursday, Feb. 17 at 8 p.m. ET.

Following NASCAR's season launch, the sport's marketing will focus on important on-track events and properties such as the NASCAR Nextel All-Star Challenge (May 22), and the Chase for the NASCAR Nextel Cup (the final 10 races beginning at New Hampshire International Speedway on Sept. 18 and concluding at Homestead-Miami on Nov. 20), and Championship activities in New York City in early December.