Cart Reaches Out To Cruise Business For New Marketing Head; Henley Tabbed To Run Cart'S Marketing Division DETROIT (April 25, 2001) - Richard Henley, who most recently played a leadership role in the business growth of Royal Caribbean Cruise ...
Cart Reaches Out To Cruise Business For New Marketing Head; Henley Tabbed To Run Cart'S Marketing Division
DETROIT (April 25, 2001) - Richard Henley, who most recently played a leadership role in the business growth of Royal Caribbean Cruise Lines, has joined Championship Auto Racing Teams, Inc. (NYSE: MPH) to head up the auto racing sanctioning organization's Marketing Division.
The announcement was made by CART President/CEO Joseph Heitzler, who said that Henley, who has served as Royal Caribbean's Director of Marketing and Strategic Alliances, will be CART's Senior Vice President of Marketing and commence his duties May 14.
"Rich is a tremendously talented individual who has an excellent track record in building and growing brands," said Heitzler. "He comes from an industry that is very focused on providing a high level of customer service. He also has a very comprehensive understanding of how to effectively build awareness and demand for products. He is a superb addition to our team at CART and we are pleased to have him joining us."
In his position at Royal Caribbean, Henley led the Marketing Division with a business volume of over $2 billion. He led the effort to create a new brand positioning and essence for Royal Caribbean that integrates all aspects of the marketing mix, including broadcast and print advertising as well as strategic alliances with IBM Computers, Coca-Cola, Crayola Crayons, Johnny Rocket Restaurants and Discovery Communications. During his tenure, brand preference has increased more than 20 percent.
"People who attend CART racing find it to be an incredible experience," said Henley. "Our challenge is to expand that experience to make it even more exciting and entertaining, both on-site and through the media.
"I have a real passion for sports, a passion for cars and a passion for brand building and marketing," added Henley. "All those things combined - coupled with the dedicated team at CART - will help us move our product ahead. During the interview process with CART, I was particularly invigorated by the passion and desire Joe Heitzler has for CART's transition from a pure sports property to a sports entertainment entity."
"Our challenge is to grow our sport and educate future fans about the exciting sports entertainment experience that CART's racing technology offers. We need to put forward our incredibly skilled drivers as racing personalities. This is key to helping CART grow into a more mainstream sports property."
Prior to joining Royal Caribbean, Henley served as Global Group Marketing Manager for Polaroid, Inc., where he launched and marketed numerous global products. Henley spent more than six years at Black & Decker in various sales and marketing roles. In his last position as National Sales and Marketing Manager, he increased sales by over 30 percent for his division.
Henley has a bachelor's degree in advertising from the University of Oregon and a master's degree in Business Administration from Boston University's Graduate School of Business.
Championship Auto Racing Teams, Inc. (NYSE: MPH) owns, operates and markets the FedEx Championship Series. Champions Michael Andretti, Gil de Ferran, Alex Zanardi and Jimmy Vasser are among the drivers who battle for the FedEx Championship Series title on oval circuits as well as temporary and permanent road courses. CART also owns and operates its top two development series, the Dayton Indy Lights Championship and the Toyota Atlantic Championship. Learn more about CART's open-wheel racing series at www.cart.com.