CHAMPCAR/CART: Marketing First

Look For CART In Your Sunday Paper Troy, MI (July 20, 1998) -- Championship Auto Racing Teams, Inc., (NYSE: OPW) will launch its first ever Free Standing Insert (FSI) that will reach 40 million homes on July 26 through Sunday newspapers...

Look For CART In Your Sunday Paper Troy, MI (July 20, 1998) -- Championship Auto Racing Teams, Inc., (NYSE: OPW) will launch its first ever Free Standing Insert (FSI) that will reach 40 million homes on July 26 through Sunday newspapers in conjunction with the 1998 U.S. 500 presented by Toyota, scheduled for the same day at the Michigan Speedway.

Armour Swift-Eckrich, producers of Butterball Meats and T.Marzetti, makers of salad dressings and croutons, will include coupons in the four-color FSI. The promotion will also include a "Watch and Win" contest, in which one contestant will win a trip for two to a bed and breakfast in Monterey, Calif. along with tickets to the Honda Grand Prix of Monterey Featuring the Texaco/Havoline 300 on Sunday, September 13.

CART contracted with Valassis Communications, Inc. of Livonia, Mich. and Chicago-based Marketing Events, a division of Frankel and Co., to create the first-time FedEx Championship Series promotion. The program will continue as an annual event and will take place next year around the Toyota Grand Prix of Long Beach on April 18, 1999.

"This program continues our broader marketing efforts for Champ Car racing, in addition to raising awareness for the US 500, which will air on ABC television," said CART's Director of Promotion, Jeff Gooding. "This first year program allows companies currently outside of our sport to test CART's equities in tactical approaches with which they are familiar."

Valassis Communications published the coupon inserts and is securing distribution, while Marketing Events secured advertisers for the program. According to Roper Starch Worldwide Research Studies, FSI coupon inserts are the second-most-read section of Sunday newspapers throughout the country.

CART will help create awareness of the FSI through print advertising (ESPN Magazine, Automobile, Esquire, Motor Trend, On Track, Open Wheel and Winston Cup Scene), radio in key markets, the official FedEx Championship Series Hotline, the CART website - www.cart.com - and mention on the Inside CART weekly Television show on Fox Sports Net.

Source: CART Online

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Series IndyCar